Unique Integration of Licensing and Multimedia Rights Used to Promote New Fan Shop
IMG College, a division of IMG Worldwide, today announced an innovative national retail promotion with Old Navy that will combine dozens of college brands, best-in-class licensees, media, and on-campus activation to showcase collegiate gear in nearly 1,000 Old Navy stores across the country. "Superfan Nation," a new in-store destination housing fan gear for the entire family, will feature collegiate merchandise from 52 partners of The Collegiate Licensing Company, a division of IMG College, and will be supported by a marketing and media campaign leveraging IMG College's coast-to-coast network of collegiate media rights.
Beginning August 18, Old Navy will offer its ‘Superfan Nation’ in more than 1,000 U.S. stores. Resembling a sports shop, the retailer will offer everything from socks and headwear to the tees and fleeces that are ubiquitous with Old Navy.
The Old Navy fan shops will cater to the favorite teams of the local community, ensuring fan favorite teams are present in each market, regardless of whether the team is locally based. Some institutions will be featured in store customizations: 61 Texas Old Navy locations featuring the Longhorns, 43 Florida stores for the Gators, 37 in California all about the UCLA Bruins, 36 Indiana stores for the Fighting Irish, among others.
CLC first worked with Old Navy to launch its college program in 2009. Since then the program has grown significantly. After a four-store test of the ‘Superfan Nation’ concept, the retailer decided to roll out the program on a national level.
“While we expect to create incremental sales, Old Navy also brings a strong cache to school brands; that helps make them cooler and more fashionable,” said Cory Moss, Senior Vice President and Managing Director for CLC, IMG College’s Licensing Division. “Old Navy is a smart, sophisticated retailer that understands how to reach its consumers and has invested in IMG College collegiate assets to support their expanded college program.”
To promote ‘Superfan Nation,’ Old Navy worked with IMG College to develop a comprehensive marketing and multimedia program. IMG College will help promote Old Navy’s expanded offerings at 35 college campuses from late September through spring 2012. This includes in-stadium advertising, athletic Facebook and website campaigns, hospitality, and in-store events such as visits from the local college bands, mascots and cheerleaders.
“‘Superfan Nation’ is a great example of the synergy and integration that only IMG College can provide to its partners,” added Dan Shell, Regional Director of Sales, IMG College. “We’re reaching the entire collegiate fan base with national TV, licensing, in-venue marketing and social media, and in-store activations. We’ve created a true seamless platform for a licensing partner that can move beyond one school or one sports season.”
In addition to the ‘Superfan Nation’ merchandise that will be unique in each store, all apparel merchandise sold in every store will be available online at www.oldnavy.com.