Rise is an athleisure brand born from today’s culture that carries the cool factor to blur the line between sportswear and everyday wear - is a lifestyle brand. Rise is for the customer who blends comfort with cool. Most importantly Kmart is dedicated to providing customers a cool shoe brand without breaking the bank.
To establish brand awareness in the marketplace prior to release Kmart collaborated with brand ambassadors. Bringing together the nation’s best dunkers for a series of fan-focused parking lot event across the country to compete for the first-ever Rise Challenge Drunk Competition and a signature shoe contract. This helped establish credibility between the brand and athletic performance.
Results
Increase app downloads in the Rise Challenge markets over the Challenge period. Stores that host parking lot exhibitions have seen 8x their daily revenue from event traffic.
The Rise Challenge
The Rise Challenge is a dunk challenge between the 4 brand ambassadors. Each ambassador is laying it all on the line for the ultimate grand prize - their own signature shoe.
These dunkers will help bring greater awareness to the brand, establish credibility between the brand and athletic performance, provide the heroes the brand needs and sell shoes!
