Kohl’s Using Olympic Athletes For First Time In Female-Targeted Marketing Campaign

Kohl’s department stores yesterday announced its spring integrated marketing campaign, featuring U.S. Gold Medalists Dara Torres (swimming), Mia Hamm (soccer) and Lindsey Vonn (skiing). The new campaign, titled “Shop to Win,” debuted yesterday and follows each of the three female athletes during recent Kohl’s shopping trips. It is the first time Kohl’s has used Olympic athletes in its marketing efforts (Kohl’s). USA TODAY’s Roxanna Scott noted the campaign is targeted at “suburban moms shopping for themselves and their families.” All three women are “top names in the sports marketing and sponsorship world.” But Forbes noted that “none cracked the top 10 for leading female highest-paid athletes” in ’11 (USATODAY.com, 3/19).

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