Kohl's signs on with Tony Hawk for shoe line

Posted Feb 6th 2007 12:20PM by Brian White
Filed under: Press Releases, Products and Services, Launches, Consumer Experience, Competitive Strategy, Kohl's Corp (KSS)

Retailers are known for their celebrity endorsers. They've appeared at Wal-Mart Stores (NYSE:WMT) Target Corp.(NYSE:TGT), JC Penney(NYSE:JCP), Dillards (NYSE:DDS) and more. So, I found it interesting that a mall store "outside the mall" like Kohl's (NYSE:KSS) would sign such a niche personality as an endorser for some of its lines. The endorser? Tony Hawk of skateboarding fame.

Hawk will be selling footwear under his name under an exclusive deal with Kohl's Corp. But Hawk's not just a skateboarder -- his name has hawked video games and related merchandise from companies of all sizes, as his acumen in signing merchandising deals with gaming providers seems to be a razor sharp as his skateboarding -- and now, retail merchandising.

Hawk's name will begin selling shoes at all of Kohl's stores and website this month and will be targeted to young men and boys -- no surprise there. The age range will be 10-18 most likely. The price? About $40 per pair.

Tags: Kohl's, KSS, Tony Hawk, TonyHawk