Kohl’s kept Nike front-and-center in its back-to-school campaign. This summer and fall, the retailer is zeroing in on Nike merchandise by expanding its assortment and including full-outfit styling in stores. Kohl’s is also creating Nike-themed tunnel walks in its stores, playing off the popularity of athletes’ “tunnel fits.” Kohl’s chief marketing officer said Nike is one of Gen Alpha’s top brands—which is part of the reason the brand has positioned Nike merchandise as an essential for the back-to-school season. Retailers like DSW, Macy’s, and Amazon have also tried to invest more in Nike, as the brand tries to grow its wholesale business and reach its core customer base. (Modern Retail)
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