List Download: Back-to-School Brands Targeting Students and Parents

We may still be in the dog days of summer, but retailers are already shifting focus to back-to-school shopping, which is projected to see near-record spending this season. The National Retail Federation expects total back-to-school spending to reach $38.8 billion. Surveys indicate that parents are starting their shopping earlier, spending more, and primarily utilizing brick-and-mortar stores, with the majority planning to shop at mass merchants like Target and Walmart. Despite inflation concerns, parents prioritize the essentials, seek deals, and explore various retail options to find the best value.

Keep reading to find out what four of these advertisers are up to, including their spending plans for the back half of the year. Then, download the full list of back-to-school brands targeting students and parents.

Back-to-school brands in the news:

1)  Heydude picks up new marketing chief

Under the Crocs, Inc. brand, Heydude shoes have become the fastest-growing casual footwear brand in the United States, and named Paul Nugent CMO in April 2024. Nugent most recently served as global brand marketing and category SVP at Under Armour and now leads all of Heydude’s marketing initiatives. The brand targets Gen-Zers & millennials — be sure to engage the new CMO for more information about his plans.

Heydude will likely:

• Ramp up ad spending.
• Try new ad channels channels.
• Outsource some marketing duties to agency partners.

2)  Smoothie King continues increasing ad spend

Smoothie King, the smoothie and health food retailer, has been aggressively increasing digital ad spending so far this year, with no signs of slowing down anytime soon. Earlier this year, the retailer partnered with esports team OpTic to reach gamers by sponsoring online events and OpTic’s podcast, Around the Bar, and collaborating on video content and social media posts. The chain also announced it plans to open over 100 new locations in 2024, focusing on boosting awareness among Gen-Zers.

Smoothie King will likely:

• Keep ramping up digital spending.
• Seek additional sponsorships.
• Increase promotional activity surrounding new locations.

3)  Dick’s Sporting Goods partners with WNBA for girls’ line

Dick’s Sporting Goods, the sporting goods retailer that offers an assortment of brand-name sporting goods equipment, apparel, and footwear, partnered with the WNBA to launch an exclusive apparel collection for girls. The collection includes tank tops, t-shirts, shorts, and a jacket. Dick’s is also the Official Sporting Goods Retail Partner of the WNBA, as part of its goal to promote women’s sports and participation. Reach out to explore marketing opportunities for the new collection, targeting Gen-X and millennial parents, young female athletes, and basketball enthusiasts.

Dick’s Sporting Goods will likely:

• Increase marketing efforts to promote the new collection.
• Engage in community events to boost visibility and support for women’s sports.
• Advertise during WNBA games and events.
• Partner with WNBA players.

4)  Kraft Heinz brings in new marketing chief

Kraft Heinz Company, formerly known as Kraft Foods Group, manufactures and sells packaged foods and beverages in the United States, Canada, Europe, Latin America, Asia Pacific, the Middle East, and Africa through its subsidiaries. The company named Todd Kaplan NA CMO, effective August 5, 2024. Kaplan — who most recently served as Pepsi’s CMO — will oversee marketing for KH’s entire portfolio, which targets primary shoppers and mothers (millennial and Gen-X women). This hire will affect the company’s marketing strategy and agency roster.

Kraft Heinz will likely:

• Ramp up marketing spending.
• Implement new marketing strategies.
• Conduct agency reviews.

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