The Brief

Sweatshop is the UK’s largest specialist running retailer, which has a reputation for offering excellent customer service, product knowledge and choice as well as an award winning specialist footwear fitting service.

Entice were appointed by Sweatshop for two consumer PR campaigns: the first was to launch its new sports bra fitting service, and the second was to launch its new retail concept store in Trump Street.

The Plan

Our sports bra campaign focused on a bra amnesty designed to drive people to Sweatshop, to recycle their old bras for a good cause, and experience the new sports bra fitting service. We developed a collaboration with the Microloans Foundation, a charity which provides loans and business training to women in Africa; a cause which fits perfectly with Sweatshop’s own philosophy of helping women to be the best they can.

The charity collaboration and new bra fitting service was launched to key consumer press with a ‘bra surgery’ event, where key journalists were amongst the first to experience Sweatshop’s specialist service. The second phase of the campaign was the commission of a news survey, to generate factual content and put Sweatshop’s brand name on the news pages.

Sweatshop Trump Street spans 3 floors and 10,000 square feet in the City of London, and brings together the best cutting edge technical running product, advanced performance science, sporting rehabilitation services and world class coaching all under one roof. With this new concept store, Sweatshop has joined forces with world-class specialist partners City Athletic, The Running School, The Altitude Centre and Perfect Balance to offer the consumer an incredible retail running experience.

In order to showcase the services available at the store, Entice invited key journalists to a launch party prior to the official opening of the store. To ignite media interest, we invited key Olympic athletes to the launch event who were available for press interviews on the night. In the weeks following the launch, we offered journalists a chance to return to the store to experience Trump Street’s specialist services for themselves for them to review in their publications.

The Results

Both launch events resulted in extensive coverage in target consumer press including The Times, OK!, Hello, Stylist, Health & Fitness and The Telegraph.

Our outreach enabled us to communicate to more than 567 million consumers and resulted in an AVE of more than £228,000 and a PR value of more than £686,800.