While grocers and pharmacies have been jumping all over the health & wellness trend for years, some department stores and apparel chains are now just joining the fray. One prime example is Kohl's recent move to become the exclusive department store retail partner for The Color Run.
Appearing on the scene in 2011, color runs are popular 5K events in which runners wearing white t-shirts get doused with colored powder. Because they're untimed, the races tend to be non-competitive and are described as "the Happiest 5k on the Planet."
As the exclusive department store retail partner, select Kohl's stores will serve as the packet pick-up location for races in more than 100 cities across the county.
The partnership builds on the January launch of Kohl's "Make Your Move" initiative, "which invites America to get active and incorporate wellness into their lifestyle." As part of that launch, 10 influential women's fitness bloggers were recruited to talk about their fitness regimen and their related purchases at Kohl's on the retailer's social channels. The bloggers are receiving gift cards as compensation.
Kohl's also said it offers inspiration through social channels and related sponsorships on TV programs such as The Biggest Loser and the Today Show. Customers are being encouraged to "share their wellness journey" at #MakeYourMove as are The Color Run participants.
Said Michelle Gass, Kohl's chief customer officer, "We know jumping into the active lifestyle is a different experience for everyone and The Color Run is the perfect event for families to have fun with fitness."
The move comes as many department stores and apparel specialty chains have been expanding their fitness apparel assortments to address the "athleisure" trend, in which women are not only working out and doing yoga but increasingly looking to wear stretchy tops and more comfortable leggings for casual purposes.
Lululemon, the leader of the athleisure trend, sponsors a half-marathon in its hometown of Vancouver, but retail race sponsorships are rare. In a twist, Nordstrom just announced that its new nonprofit partner will be Girls on the Run, an empowerment program for girls in 3rd-8th grade that teaches life skills through conversation-based lessons and running games.
- Kohl's Partners with The Color Run Bringing Fitness and Fun to America's Families as Part of the Company's Investment in Active and Wellness - Kohl's
- #MakeYourMove - Kohl's/Facebook
- Nordstrom Announces First Donation From Treasure&Bond Brand; Names Girls on the Run as New Nonprofit Partner - Nordstrom