The Athlete’s Foot Drives Store Visits with Backpack Offer

The Athlete's Foot is offering school bags as premiums to help spark sales.

The Athlete’s Foot is running a gift-with-purchase promotion timed for back-to-school to drive in-store visits.

People who spend more than $75 will receive a branded drawstring sports backpack.
More than 11,000 bags are available for the promotion, which will run for the next month or two, the company said.

“The mesh backpack is an essential element of the everyday athlete and a perfect compliment to any new look, and best of all it's free,” Darius Billings, director, retail brand marketing and merchandising of NexCen Franchise Management, said in a statement.

NexCen Franchise Management a subsidiary of The Athlete’s Foot owner NexCen Brands Inc., is handling the effort in-house.

The incentive comes just over a year since NexCen Brands launched a global re-branding effort for The Athlete’ Foot. Plans are in the works to launch a new in-store design, update the company logo and to roll out a line of branded apparel.

Online marketing, in-store signage, PR and various local marketing efforts support the offer. Agency 160 over 90 was in charge of the creative and Ogilvy PR oversees PR.