The digital native brand typically markets its assortment through awareness-building at live sporting events across the country, Ad Age reported. The company’s sports calendar reaches some 200,000 young athletes a month, Metternich told Ad Age for an article published March 9. COVID-19 most assuredly threw a wrench in those marketing plans as most sporting events and group gatherings have been canceled.
The brand has also had to find its footing following the sudden death of Bryant in January. Metternich told Ad Age the brand plans to “take the spirit and the values” of Bryant to “take our mission in the company to a new level.”
Target regularly teams with digital native brands — including Winky Lux, Myro, Harry's Inc.'s Flamingo, Quip and Procter & Gamble's Native — to give them an in-store presence while differentiating its product mix.