MRO Magazine

Finish Line Joins College Hoops Chatter with ‘Let’s Dance’ Campaign

March 17, 2015 | By Business Wire News


Athletic retailer The Finish Line, Inc. (NASDAQ: FINL) brings to the court its newest omnichannel marketing campaign, “Let’s Dance,” with real-time and team-specific content to further engage college basketball fans as they head into the annual March frenzy. Once the buzzer sounds, Finish Line will dish up relevant product stories in-store, online and through its social community related to the tourney. Finish Line will also offer customers inspiration for their own bracket selections via expert picks from a team of influencers on its blog.

“Each win becomes more important leading up to the finals in Indianapolis in April, and our core customer will be very engaged in those sports stories,” said Imran Jooma, Finish Line’s executive vice president and chief omnichannel officer. “This campaign immerses Finish Line in that conversation with fans in a hyper-relevant manner just moments after the game-winning shot through a holistic omnichannel approach.”

Finish Line will drive its story lines from a digital war room, offering fans timely and geo-targeted content surrounding game reaction. Fans will immediately be able to shop the custom product grids based on team color and brand assortment – providing a full-circle story around the hottest gear to help fans cheer their tournament favorite on for the win.

The “Let’s Dance” campaign warmed-up with a mailer program delivered prior to the selection day, equipping fans with key information on Finish Line’s tourney coverage. As the journey of the tourney progresses, fans will receive targeted emails and mobile engagement further fueled by social media and online marketing material posted moments after the events occur on the court. The Finish Line at Circle Centre, located just steps away from the action in Indy, will feature a refreshed, tourney-specific look leading up to the final games.

About The Finish Line, Inc.

The Finish Line, Inc. is a premium retailer of athletic shoes, apparel and accessories. Headquartered in Indianapolis, Finish Line has approximately 1,040 Finish Line branded locations primarily in U.S. malls and shops inside Macy’s department stores and employs more than 14,000 sneakerologists who help customers every day connect with their sport, their life and their style. Online shopping is available at and Mobile shopping is available at Follow Finish Line on Twitter at and “like” Finish Line on Facebook at Track loyalty points and find store and product information with the free Finish Line app downloadable for iOS and Android customers.

Finish Line also operates the Running Specialty Group. This includes 76 specialty running stores in 17 states and the District of Columbia under The Running Company, Run On!, Blue Mile, Boulder Running Company, Roncker’s Running Spot, Running Fit, VA Runner, Capital RunWalk, Richmond RoadRunner, Garry Gribble’s Running Sports, Run Colorado, Raleigh Running Outfitters, Striders, Indiana Running Company and JackRabbit Sports banners. More information is available at or

Forward-Looking Statements

This news release includes statements that are or may be considered “forward-looking” within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. These forward-looking statements generally can be identified by the use of words or phrases such as “believe,” “expect,” “future,” “anticipate,” “intend,” “plan,” “foresee,” “may,” “should,” “will,” “estimates,” “outlook,” “potential,” “optimistic,” “confidence,” “continue,” “evolve,” “expand,” “growth” or words and phrases of similar meaning. Statements that describe objectives, plans or goals also are forward-looking statements.

All of these forward-looking statements are subject to risks, management assumptions and uncertainties that could cause actual results to differ materially from those contemplated by the relevant forward-looking statements. The principal risk factors that could cause actual performance and future actions to differ materially from the forward-looking statements include, but are not limited to, the company’s reliance on a few key vendors for a majority of its merchandise purchases (including a significant portion from one key vendor); the availability and timely receipt of products; the ability to timely fulfill and ship products to customers; fluctuations in oil prices causing changes in gasoline and energy prices, resulting in changes in consumer spending as well as increases in utility, freight and product costs; product demand and market acceptance risks; deterioration of macro-economic and business conditions; the inability to locate and obtain or retain acceptable lease terms for the company’s stores; the effect of competitive products and pricing; loss of key employees; execution of strategic growth initiatives (including actual and potential mergers and acquisitions and other components of the company’s capital allocation strategy); cybersecurity risks, including breach of customer data; and the other risks detailed in the company’s Securities and Exchange Commission filings. Readers are urged to consider these factors carefully in evaluating the forward-looking statements. The forward-looking statements included herein are made only as of the date of this report and Finish Line undertakes no obligation to publicly update these forward-looking statements to reflect subsequent events or circumstances.

The Finish Line, Inc.
Dianna L. Boyce, 317-613-6577
Corporate Communications


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