Pacific Sunwear of California Inc. (Nasdaq:PSUN) recently announced that it will sponsor ESPN’s 2000 Winter X Games in Mt. Snow, Vt.
In conjunction with the February X Games, PacSun will launch a year long television advertising campaign in February 2000 to include spots on ESPN, ESPN2, Comedy Central, WBTV and MTV. The company expects to air approximately 1,000 television spots during the year.
In addition, PacSun will substantially increase its national print advertising efforts in publications like ESPN Magazine, Spin, Seventeen, Teen, Cosmo Girl, Teen People, Surfer, Skateboarder and Snowboarder. The company recently hired Bates USA, one of the country’s top ad agencies, to assist with its expanded marketing efforts.
The company’s customers, investors and others have referred to Pacific Sunwear as PacSun for years. The interior store signage has reflected the PacSun name for several years also. Recently the company began using the PacSun name on its exterior store signs. The company has decided that all of its future marketing efforts will be directed towards building the PacSun brand name.
“We are very excited and optimistic about our new expanded marketing efforts for the year 2000,” stated Greg Weaver, chairman and chief executive officer. “Advertising as a percentage of sales will, as planned, rise again in 2000 reflecting our increased efforts at building the PacSun brand. As previously announced, the company plans to open 125 stores in the year 2000 and end the year with 575 stores in operation,” said Weaver.
PacSun is a leading specialty retailer of everyday casual apparel, accessories and footwear designed to meet the needs of active teens and young adults. The company currently operates 385 PacSun stores, 26 PacSun outlet stores and 40 d.e.m.o. stores for a total of 451 stores in 47 states.