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Finish Line runs omnichannel NBA All-Star promotion

BY Dan Berthiaume

Indianapolis – The Finish Line Inc. is running an omnichannel promotion linked to the upcoming pro basketball all-star weekend in New York City. Finish Line collaborated with Under Armour, pro basketball star Stephen Curry and several key influencers within the basketball marketplace to host a contest surrounding the new Curry 1 product launch on Feb. 13.

Fans were encouraged to showcase their best Curry-like moves on the court and then post them online to Vine, Twitter or Instagram using the promotional hashtag #ChefCurry for a chance to earn two pairs of Curry 1s. Five winners will be selected from all entries and announced the day of the launch.

In addition, Finish Line and Adidas have teamed up to provide fans with an exclusive look inside this coming weekend’s all-star festivities, to include real-time video posts from the players lounge. Fans can keep tabs on the all-star experience via the Finish Line blog with firsthand content all weekend featuring players and celebrities popping by the suite. The blog will also feature content generated by social influencers.
At the peak of its weekend activations – and just in time for Michael Jordan’s birthday – Finish Line will launch a new Brand Jordan online page. The retailer will join forces with key Jordan athletes to showcase their signature styles and share tips on how to rock the latest Jordan product on finishline.com. These athletes will also discuss their favorite looks handpicked from Finish Line’s #JordanFridays customer content.

“We’re excited to engage our customers through several digital outreach opportunities before, during and after this week’s professional basketball all-star break,” said Danielle Quatrochi, Finish Line’s VP, digital. “Whether you’re a weekend warrior who likes to show off your skills or you want to be in the know, hearing from players and celebrities attending the festivities in New York, we have you covered. We continue to add and enhance our digital content that we know our customers crave and expect from us.”

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