Kohl’s is teaming up with FitFluential to offer exclusive fitness-related social media content, including purchase tips, as part of its sponsorship of the The Color Run paint race.

Kohl’s will be the department store partner for The Color Run, enabling the retailer to serve as the packet pick-up destination for participants in more than 100 cities nationwide. The brand is also demonstrating its commitment to wellness by launching the Make Your Move initiative and encouraging social media users to follow the conversation via the #MakeYourMove hashtag as FitFluential bloggers offer tips for fitness and relevant purchases.

“Kohl’s consumers will respond favorably to content curated by bloggers; it’s been proven over and over again that consumers trust a crowd-sourced opinion more than a brand’s opinion,” said Sandhya Suryam, marketing director at Atimi, Vancouver, Canada. “When it comes to fitness, consumers want to hear from people who have ‘been there, done that,’ had success, and can offer advice.

“It makes it more real and achievable for someone trying to adopt a healthy lifestyle. On top of just trying to get people to sign up for The Color Run, the advice to novices who are interested in this run as cause worthy, fun, and very non-intimidating, will be very welcome as a lot of newbies seek advice for their first 5K.”

Commitment to wellness
Consumers that are interested in bolstering their wellness initiatives can follow the #MakeYourMove hashtag as the brand and its affiliated bloggers offer food tips, activity suggestions and also provide links to relevant clothing or accessory options that can be purchased via Kohls.com or the retailer’s mobile application.

The Make Your Move campaign is now functioning across all of its media channels, with Facebook as the center aggregator for all other posts. Pinterest fans can visit https://www.pinterest.com/kohls/makeyourmove/ to view workouts such as Total Body Circuit, recipes including Coco-Chia Cranberry Quinoa muffins and a selection of Kohl’s workout gear, such as capris, sports bras, yoga tank tops and microfleece tops.

If a user is intrigued by one of the products, he or she can click on the Pinterest post to be taken to the product page on the Kohl’s Web or mobile site.

Kohl’s is also using the initiative to advertise homeware products designed in conjunction with its partnership with the Food Network, in addition to lifestyle pieces such as aromatherapy candles.

Part of the Make Your Move campaign is the partnership with lifestyle and fitness blog FitFluential, which also drove sales for Kohl’s by compiling a list of its favorite workout clothing pieces and offering customers a 20 percent off code on the favorite items when they spent $75 or more on Jan. 29.

Color Run affiliation
The retailer’s affiliation with The Color Run will also provide a chance for more commerce opportunities, as race participants must visit Kohl’s bricks-and-mortar locations to pick up their registration packets, therefore providing an opportunity for hopefuls to purchase gear from popular workout brands including adidas, Nike and Fitbit.

The Color Run, referred to as the “happiest 5K on the planet,” will allow Kohl’s to build social media presence at each of its races. Runners and bystanders are encouraged to take photos with friends and family, and upload them to social media sites or mobile apps using the #MakeYourMove hashtag.

Kohl’s has long been a staunch proponent of mobile and social media strategy. At the NRF 104th Annual Convention & Expo, an executive from the brand revealed how it used data analytics to create a mobile app that resonates more positively with customers (see story).

The retailer is also testing beacons in 22 stores, which will enable Kohl’s to send personalized offers via mobile to guests visiting its stores (see story).

“More than anything else, I think there will be additional awareness for Kohl’s as a place for fitness clothing and accessories,” Ms. Suryam said. “Kohl’s likely has not been top of mind as a place for this in the past.

“Their use of links in social media to specific items on their site and app will definitely make it easier to purchase and drive sales, providing they gain enough followers. The partnership with The Color Run will help increase followers.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York