San Francisco – August 16, 2011 – Today, Old Navy announced ‘Superfan Nation’ a new in-store destination housing fan gear for the entire family. The move is an expansion of the brand’s already successful licensing product strategy. In collaboration with the NFL and the Collegiate Licensing Company, a division of IMG worldwide, Old Navy will now offer apparel and accessories for all professional football and select collegiate sports teams in the U.S. Beginning August 18, Old Navy will bring the stadium fan gear experience to its nearly 1,000 U.S. stores, with each store having a tailored collection that caters to the favorite teams of the local community.
“Old Navy is always looking for ways to offer our target customer product that satisfies her apparel and lifestyle needs at an amazing value,” said Tom Wyatt, President, Old Navy. “By creating a central location for this expanded licensed collection, customers get instant access to an easy, affordable way to find their family game day attire as well as weekday fashion looks.”
Old Navy first began offering licensed apparel, including NFL and collegiate licensed T-shirts, in 2009 and, over the last three years, has significantly grown its assortment. ‘Superfan Nation’ will be the brand’s most robust expression of a licensing partnership to date.
“Our affiliation with the NFL reinforces Old Navy’s roots in family and fun. The NFL is a very powerful, respected brand with a huge fan base across the country known for bringing families together to rally in support of a common goal and have fun while doing it,” said Michelle Wlazlo, SVP of Merchandising, Old Navy. “The college collection brings Old Navy a unique opportunity to connect with an extensive following of graduates and fans, many of which we know our customers have a loyal devotion to.”
The Localized Destination
Old Navy’s ‘Superfan Nation’ will resemble a sports shop offering head to toe fanaticism for professional football and college sports teams favored by the local community. Old Navy has conducted careful research in every market to ensure the true favorite teams are present, regardless of where the team is geographically based. Collectively, 32 NFL teams and 71 of America’s top colleges and universities will be represented with merchandise across all product categories – men, women, kids, baby, and accessories. Customers will find everything from socks and headwear to the tees and fleeces Old Navy is famous for. Apparel will start at $14.94 and the assortment of hard goods and accessories will start at $5.50. While ‘Superfan Nation’ will be unique in each store, all apparel merchandise sold in every store will be available online at www.oldnavy.com.
Marketing
To celebrate the kickoff of football season, Old Navy will host tailgate parties in all stores on Saturday, September 3 from 10am-4pm. Customers can enjoy fun, family-oriented games and traditional tailgate snacks. Old Navy has also partnered with IMG College to promote its expanded offerings at 35 college campuses from late September through spring 2012. This includes in-stadium advertising and in-store events such as visits from the local college bands, mascots, and cheerleaders. ‘Superfan Nation’ will be supported with TV, including a commercial featuring a long-standing college rivalry airing August 25, 2011 through Labor Day weekend. There will also be in-store signage and promotion kicking off August 18 and social media outreach to the brand’s more than 2.2 million Facebook fans.
© 2011 NFL Properties LLC. Team names/logos/indicia are trademarks of the teams indicated. All other NFL-related trademarks are trademarks of the National Football League.
About Old Navy
Old Navy originated in 1994 and quickly became one of the world’s most successful brands, offering customers the latest fashion at great prices. Today, the brand continues to offer on-trend apparel and irresistible basics for adults and children at a surprising value. And, best of all, Old Navy brings it all to customers in a fun, energizing shopping environment.
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. Fiscal year 2010 net sales were $14.7 billion. Gap Inc. products are available for purchase in over 90 countries worldwide through about 3,100 company-operated stores, about 175 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.
About IMG College and The Collegiate Licensing Company (CLC)
IMG College is the leading multimedia, marketing and licensing/brand management company in America representing more than 200 of the nation's top collegiate properties including the NCAA and its 89 championships, NCAA Football, leading conferences, and many of the most prestigious colleges and universities in the country. Headquartered in Winston Salem, N.C., IMG College employs 700 people in nearly 100 offices throughout the U.S. with annual sales of nearly $450 million. IMG College is the leader in capturing consumer devotion to college sports through partnership opportunities in multimedia rights, licensing, events and hospitality, marketing, stadium and arena development, stadium seating solutions, ticketing, sales, and consulting. IMG College produces nearly 30,000 hours of radio programming on the largest sports network in the country, manages nearly 5,000 hours of local television programming, is the leading publisher of college sports publications, and is the largest manager of university athletic websites. IMG College is a division of IMG Worldwide, a global sports, fashion and media business.
The Collegiate Licensing Company is a division of IMG College. Founded in 1981, CLC is the oldest and largest collegiate licensing agency in the U.S. and represents nearly 200 colleges, universities, bowl games, athletic conferences, the Heisman Trophy and the NCAA. Its mission is to be the guiding force in collegiate trademark licensing and one of the top sports licensing firms in the country. CLC provides full-service capabilities in brand protection, brand management and brand development. For more information, visit www.imgworld.com.
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