The inaugural edition of the ESPN Rise Games—which aim to be the Olympics of youth sports—presented a unique opportunity for Target and athletic apparel company Champion to directly connect with thousands of consumers.
Held July 19 to 25 at Disney's Wide World of Sports Complex in Walt Disney World, the games brought 5,000 youth athletes, parents, and coaches to compete in a variety of sports. Target signed on as the presenting sponsor, and Cara Kleinhaut of Caravents worked with the retailer to design an activation aimed at introducing participants to C9 by Champion, a line of athletic wear sold exclusively at Target.
"The goal for Target was to engage this audience with the brand in a way that would drive traffic to the stores," said Kleinhaut. "So we wanted to catch their attention with something very visual and interactive."
The centerpiece of Target's promotion was "The Cool Zone," a custom-designed tent emblazoned with the Target and C9 logos, set up in the middle of the event facilities. Outside the tent, robot mannequins modeled C-9 fashions while, inside, a 30- by 12-foot product display wall was lined with C9's offerings.
The tent was erected in a central courtyard right outside the Jostens Center, the complex's 7,000-square-foot central arena. "Disney really helped us by giving us this highly trafficked, central area," said Kleinhaut. "Everyone in the competition walked by it when they were headed to the fields, or to lunch, or back to their cars."
Target ensured the young athletes' continual presence in the tent by sponsoring a team spirit contest. Kids streamed in and out of the Cool Zone throughout the competition, exuberantly visiting kiosks where they could vote for their crew, lured by the promise of a complete C9 wardrobe for the team with the most votes at the end of the week. The Cool Zone, which was open July 20, 21, and 22, drew more than 1,000 people on the first day.
