Shaun T Builds Social Media Buzz For Fila & Kohl’s

Shaun T; Kohl's; Fila
Shaun T with fans at one of the #OppRUNtunity workout sessions.
Courtesy of Fila

Shaun Thompson — aka Shaun T, aka the man behind the “Insanity” fitness franchise — recently teamed up with retailer Kohl’s and athletic brand Fila to inspire men and women to make smart choices for their health.

The threesome debuted a joint marketing initiative, dubbed #OppRUNtunity, to encourage consumers to add steps to their day by doing little things like parking farther away from Kohl’s stores.

To illustrate the theme, Thompson traveled to two Kohl’s locations earlier this summer — in Desert Ridge, Ariz., and Coconut Creek, Fla. — to engage in a one-on-one workout with fans in the stores’ parking lots.

Shaun T Shaun T works out with fan at a #OppRUNtunity event sponsored by Kohl’s and Fila. Courtesy of Fila

The participants were chosen via a previous social media sweepstakes, and afterward the brands and participants shared their experiences on Twitter, Facebook and Instagram.

It’s a strategic move for Fila and Kohl’s, as the marketing program has been building buzz on social media channels just in time for the oh-so-important back-to-school selling season. According to Fila, a behind-the-scenes video created for Facebook has garnered more than 689,000 views to date.

 

Jon Epstein, president of Fila USA, told Footwear News, “At this moment, when activewear continues to represent a key category for consumers, we are thrilled to partner with Shaun T, a nationally renowned fitness personality.”

He added, “The OppRUNtunity initiative encourages consumers to get committed, support their health and athletic aspirations, and motivate others to do the same. Fila, Kohl’s and Shaun T engaged participants with both physical and emotional challenges this summer with the message that small steps can make a large difference in the journey toward a better you.”

Thompson signed on with Fila in June to serve as the face of the athletic brand’s training footwear at Kohl’s. So far, he has endorsed several of the label’s cross-trainers, including the Fila Dimension Track 2 Energized for men, retailing for $60, and the Fila Octave Energized for women, priced at $50. Both are available now exclusively at Kohl’s stores and on its e-commerce site.