Sport Chalet brings on Formula PR

LOS ANGELES: Sporting goods company Sport Chalet has selected Formula PR as AOR following a review.

LOS ANGELES: Sporting goods company Sport Chalet has selected Formula PR as AOR following a competitive review.

The West Coast retail chain has not worked with an AOR for at least the last five years, said Tom Tennyson, EVP and chief merchandising officer at Sport Chalet. He said that a “handful” of agencies competed for the business, but declined to name the other firms.

Tennyson explained that Sport Chalet decided to hire an AOR to help the brand tell its story in a better way.

“We have a unique position in the marketplace,” he added, “and we have a lot of rich content that is challenging to communicate in any other way.”

Sport Chalet, which has 54 stores on the West Coast, is a specialty retailer that sells a range of equipment and apparel and offers services such as avalanche education, mountain-trekking instruction, car-rack installation, snowboard and ski-rental and repair, and scuba training and certification.

Formula won the account based on its experience working with sports brands and reaching consumers, said Tennyson. The contract is for one year; budget information was not disclosed.

Formula's sports clients include Cobra Puma Golf, the Professional Association of Diving Instructors, and Aqua Lung.

With a team of six staffers working on the account in the firm's San Diego and Los Angeles offices, Formula will engage regional and national media outlets and bloggers to raise brand awareness of Sport Chalet around the country, said agency president Michael Olguin.

“We believe that our format can be highly relevant across the country, so we have a game plan and a road map of exploring [new] markets,” said Tennyson.

In addition to press outreach, Formula will leverage the brand's employees who are skilled in activities such as rock climbing or paddle boarding, and work with local media to position them as “go-to resources” for sports questions.

While Formula will be involved with Sport Chalet's social media efforts, the agency will not manage its social channels, said Tennyson. The brand's in-house team will manage its social media outreach.

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