The Running Specialty Group acquired JackRabbit Sports in March. Now the acquisition hungry running arm of Finish Line will rebrand all 76 of its specialty running destinations under the JackRabbit moniker.
The company plans to rebrand the stores gradually, with the first set of six stores getting the new name plates in New York, where the marathon takes place in November. The rest will be phased in over the next two years.
“We’re excited to have multiple locations in the region coming together under the JackRabbit brand,” said Bill Kirkendall, president of Running Specialty Group, in a statement. “JackRabbit is a vibrant and distinctive name that evokes an active lifestyle. It speaks to running enthusiasts, coaches and friends and will elevate our consumer and community experiences at every touch point with a seamless, omnichannel approach.”
The operating arm of Finish Line said the name changeover will include a new logo, e-commerce site and larger social media efforts.
The moves are part of parent company Finish Line’s broader efforts to target the running channel.
Earlier this year, Finish Line Chairman and CEO Glenn Lyon told Footwear News: “The heritage of Finish Line as a company comes out of a group of runners who were the founders, and it has been a focus point of our evolution as a company,” he said.