Gart Sports Reviews

Sporting goods retailer Gart Sports Co. is contacting agencies nationwide about its $8-10 million media account and a broadcast creative project.
Fran Victor, vice president of marketing, said the Denver-based company has sent requests for proposals to agencies and media buying companies in Chicago, Denver, Los Angeles, Minneapolis and New York. She declined to name the shops.
Last year, Gart Sports purchased ailing sports retailer
Sportmart of Wheeling, Ill. The merger created the country’s second largest sports retailer, with 126 stores operating under the Gart Brothers and Sportmart names in 16 states, mostly west of the Mississippi.
The company is seeking an agency that has experience in Gart Sports markets, Victor said. The RFP indicates the company is looking for an agency to “produce an event driven shell with a branding statement” for radio and TV spots.
The media buying account and broadcast project could go to one agency, Victor said.
Reich Communications in Lakewood, Colo., currently handles Gart’s media buying and has been invited to the review, Victor said. The company has been using freelancers in the Denver area for its creative needs.
Cramer-Krasselt in Chicago last handled Sportmart’s advertising.
Gart spent $8 million on measured advertising in 1997, and nearly $7 million over the first nine months of 1998, according to Competitive Media Reporting.
–with Trevor Jensen