CHICAGO Sporting-goods and apparel retailer Galyan's Trading Co. is launching a $30 million national branding campaign next week from Young & Laramore.
The effort focuses on a customer identified as "Seeker," who continually looks for the latest in product innovations, according to executives at the Indianapolis agency.
The work features products of the future, implying that Galyan's will be the first place to find such items once they are available.
The multimedia campaign is summarized by the slogan, "What's next?" and will launch Aug. 25 in the retailer's home market of Indianapolis and in October in 24 major cities nationwide. The effort will include national TV spots and a Web site, as well as regional print, billboard and direct mail.
The brand launch comes in the midst of a growth phase for Galyan's. The company plans to open five stores in five markets by year's end, including a 100,000-square-foot store in New York City's Roosevelt Field in October.