Kohl’s zeroes in on Nike for back-to-school marketing

Nike is arguably the star student of Kohl’s back-to-school efforts.

While other brands like Levi’s and Tek Gear are featured in Kohl’s latest campaign — which is titled “We Are So Back (To School)” — Nike is front and center when it comes to merchandising and marketing. This summer and fall, Kohl’s is creating a “really strong Nike presence” in stores by expanding its assortment and showing off full-outfit styling, said Nick Jones, Kohl’s chief merchandising officer. Kohl’s is also creating Nike-themed tunnel walks in its stores, in line with the cultural rise of “tunnel fits.”

“On the brand side, we are leaning heavily into the brands that kids are most excited about, leading with Nike,” Christie Raymond, Kohl’s chief marketing officer, said Wednesday on a call with members of the media. “This is a brand that is continuing to resonate strongly with Gen Alpha and teen shoppers. It’s one of their top brands, … so we think it is a very relevant place for us to focus on.” Nike was ranked the No. 1 clothing and footwear brand among teenagers in Piper Sandler’s 2025 Teen Survey.

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