Finish Line Commits to Heightened Customer Experience for Its Female Consumers

The Finish Line has long held a deep commitment to its female consumers. But now, company officials plan to heighten the customer experience for female customers through a combination of their female-specific brand experience, #WeAreMore, an exclusive collaboration with Reebok, and with brand athlete and Olympic Gold Medalist gymnast Aly Raisman.

The campaign, which launched Oct. 11, includes exclusive imagery and video content, coincides with the retailer’s launch of a new #WeAreMore YouTube channel and personalized women’s home page.

Raisman is the latest celebrity influencer the retailer has partnered with to showcase #WeAreMore. On Sept. 13, Raisman took over the Finish Line Women Snapchat account while in New York City to offer followers a sneak peek of the photo shoot which produced the retailer’s highest engaging female content to date.

Loyalty360 caught up with Alyssa Smith, Vice President and Division Merchandise Manager for Accessories, Women’s, and Kid’s footwear and Apparel at Finish Line to learn more about the company’s heightened commitment to female consumers.

“Finish Line has always served the female consumer,” Smith explained. “We’re now building on the foundation we’ve established throughout the years, with our brand partners, to provide a heightened omnichannel experience and product selection for ‘her.’ We’ve continually learned our female shopper is very much into showcasing the versatility of her life and style – what we dub her ‘competitive style’ in that it sets her apart. She looks for inspiration from the brands she follows, but wants it to be more than one-way conversation as she also wants to feel like she inspires them.”

While the company’s female consumer celebrates her individual pursuit of style, she wants to be a part of something bigger within her community.

“The female shopper in general is an underserved customer in the athletic industry and Finish Line’s goal is to further set itself apart as the destination for the latest and greatest women’s product in the market in colorways and silhouettes she is telling us she wants,” Smith explained.

Smith said the company’s target female segment is 18-29 “with a strong focus on combining the best of performance wear with fashion. Style and comfort are always top of mind.”

What’s more, Smith said the company’s goal for this campaign is to tell a compelling, authentic story while incorporating the latest from its brands in a way that inspires.

“We want to engage and inspire our female consumer and validate Finish Line as a key destination for her shopping experience,” Smith said. “An active lifestyle is at the center of her world and she is influenced by those who are bigger than their profession/sport – Aly is a great example of this. Her style is relatable and she is much more than an athlete, she’s multi-dimensional. Ultimately, our most recent campaign with Reebok and Aly blends the lines of performance and style while showcasing some of the latest offerings from Reebok.”

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