The #OppRUNtunity initiative with Kohl's, Shaun T and FILA was an activation designed to connect with consumers and encourage them to take their first – or hundredth – step forward on their fitness journey, through simple changes in their everyday activities.
Beginning with a social media sweepstakes, participants were chosen to add steps to their day by parking far away from the Kohl's store entrance, and engaging in a one-on-one workout with Shaun T, fitness expert, and creator of best-selling workout programs like INSANITY and Focus T25. Shaun T is also the exclusive face of FILA Training Footwear at Kohl's and the winners were provided with the Shaun T FILA Training footwear for their workout. They shared their experiences through their own social media channels, including on Twitter and Instagram with the hashtag #OppRUNtunity. Once they were on the road to healthy lifestyle changes, #OppRUNtunity drove home the importance of helping others reach that point as well.
The #OppRUNtunity events took place at Kohl's Desert Ridge in Arizona, and Kohl's Coconut Creek in Florida. The events were followed by a multi-faceted social media campaign, launched in August, to coincide with the Kohl's back-to-school season. Additionally, the #OppRUNtunity video created for Facebook has garnered more than 600k views to-date.
Shaun T's signature FILA Training Footwear debuted in July, with select styles available at Kohl's stores nationwide and Kohls.com.
The #OppRUNtunity events took place at Kohl's Desert Ridge in Arizona, and Kohl's Coconut Creek in Florida. Participants for each event were chosen via a social media sweepstakes. The events were followed by a multi-faceted social media campaign to coincide with the Kohl's back-to-school season and further promote the Kohl's x Shaun T x FILA footwear styles.
Entries and shares helped the #OppRUNtunity hashtag average over a million impressions per location. The recap video created for Facebook garnered 663k Views 1.6k Likes 31 Comments 129 Shares and the Shaun T x FILA shoe at Kohl's was widely popular. Following both locations, FILA posed the question on social media "Who or what inspires you?" Between the dates of August 7th -14th the #OppRuntunity hashtag hit 1,239,627 impressions off 250 organic responses.
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