News

Muzak extends partnership with Sports Authority

July 6, 2011

Muzak, a Mood Media company and provider of sensory branding services for business in North America, announced today that it has signed a new agreement with Sports Authority, a full-line sporting goods retailer, extending the existing relationship. Muzak will provide custom music to the more than 460 Sports Authority and SA Elite locations.

Touch, Mood Media's retail experience design team, worked closely with Sports Authority to complete an extensive brand discovery process and develop custom music programs that perfectly reflect Sports Authority's personality and passionate customer base. The new Sports Authority program focuses on creating a positive, energetic experience with a mix of R&B, adult pop and indie pop, featuring artists such as Maroon 5, Sara Bareilles and Cee-Lo Green.

To further realize a fully integrated in-store media strategy, Touch also partnered with Sports Authority to create and implement a promotional music download campaign to support the launch of the SA Elite brand, and introduced a sound system redesign initiative to ensure the optimal realization of the new concept.

"The SA Elite program has a stylish, innovative sound with electro, lounge and indie rock and pop, including artists like La Roux, MSTRKRFT and Tokyo Police Club," said Jeff Schumacher, executive vice president and chief marketing officer for Sports Authority. "Our goal was to create an unparalleled shopping experience, and a relevant, targeted custom music and video program which are cornerstone to our success."