To keep up with young consumers, Shoe Palace is increasingly spotlighting multiple brands in its marketing campaigns. The retailer’s latest example, a campaign called “Dispatched for Spring,” launched in April across social media and in-store displays. The hero video shows six Shoe Palace trucks; each opens to reveal models wearing brightly-colored merchandise from a specific brand: either Nike, Jordan, Adidas, New Balance, Asics or On. Featured products include On’s Cloudnova 2 ($170) and Asics’ Gel Cumulus 16 Midnight ($140).
“Dispatched for Spring” is part of a newer marketing direction for Shoe Palace, which, for years, worked with brands like Nike on individual campaigns. In late 2024, though, the company began featuring various brands in the same campaign to “really reflect how people are shopping today,” said Robert Brack, Shoe Palace’s svp of product, marketing and brand strategy. Shoe Palace’s shoppers — three-quarters of whom are under the age of 28 — have “less loyalty to one logo,” Brack said, and the company is adjusting its marketing playbook to better reflect that.
“The old-school model was [that] the brand delivers the campaign and messaging, and the retailer speaks to that and delivers that experience through their lens,” Brack told Modern Retail. “But, that’s not the way the customer is connecting and shopping today. … Consumers don’t live in one brand silo. So, the marketing can’t live there, either.”
