ENGLEWOOD, Colo. - (Business Wire) Two industry leaders are joining together to create a new way to experience fitness gaming. The Sports Authority, Inc. ("Sports Authority") and Nintendo of America Inc. (“Nintendo”) are teaming up to help consumers trade static workouts for ones that involve fun and fitness for the whole family. The collaboration will allow Sports Authority to sell in its stores WiiTM gaming systems and Wii Fit Plus, as well as various accessories and games for Wii. Sports Authority is creating a “We know fit. We know fun.” experience to help consumers get to know the Wii system better. The retail concept at Sports Authority stores will feature a special Wii interactive fitness experience and knowledgeable fitness trainers allowing customers to try Wii and Wii Fit Plus before they buy.
“Consumers already look to us as the authority for their sports and fitness needs, so the retail partnership with Nintendo is the intersection of fitness and interactive gaming,” said David Campisi, president of Sports Authority. “Sports Authority recognized that the Wii console is a product that can help you stay active and have fun with your family at the same time, which is why the retail partnership with Nintendo is a perfect fit.”
The Wii interactive fitness area and branded trainers will provide consumers a unique in-store experience and creates a new retail category, setting Sports Authority apart from other gaming and sporting goods retailers. This brings together the popularity of Wii and the growing market of casual gamers, encompassing anyone from kids, families and the mature generations. Consumers will benefit because they now can satisfy their fitness- and sports-gaming needs under one roof at Sports Authority.
“Every day Nintendo continues to attract new people to the world of video games,” said Cammie Dunaway, Nintendo of America’s executive vice president of Sales & Marketing. “Now, through our retail partnership with Sports Authority, fitness fans have a convenient location to find fitness-related Nintendo products.”
Sports Authority is hosting an event on Nov. 19, 2009, at its location in Torrance, Calif. Jillian Michaels, one of the country’s leading health and wellness experts, will be at the event to support Sports Authority and promote her new Wii video game, “Jillian Michaels Fitness Ultimatum 2010.” Michaels is a New York Times bestselling author, trainer and life coach on the NBC hit series The Biggest Loser, and star of the upcoming NBC show Losing It With Jillian.
“Americans are always looking for ways to get fit, and many look to Jillian as the expert in motivation and fitness,” said Giancarlo Chersich, CEO of Empowered Media. “Jillian wanted to support Sports Authority by helping consumers meet their health and wellness goals.”
The event will feature “the world’s largest Wii Fit Plus demonstration” and other surprises. More information on the event can be found at www.thewiiauthority.com or on Sports Authority’s Facebook fan page.
The “We know fit. We know fun.” experience will be unveiled Nov. 19 at 102 select Sports Authority stores throughout the nation. The remainder of the company’s stores will feature the experience in Spring 2010.
About Sports Authority, Inc.
Headquartered in Englewood, Colo., Sports Authority is one of the nation's largest full-line sporting goods retailers, offering a comprehensive and high-quality assortment of brand name sporting apparel and equipment at competitive prices. Sports Authority is staffed with experts in all areas of sports and fitness related topics, and strives to be the ultimate "authority," both on and off the field. Whether in the game or cheering from the sidelines, Sports Authority is the leading destination for consumers to fulfill their own sports equipment needs, as well as find their favorite team's apparel. Sports Authority operates 465 stores in 45 states, and employs more than 15,000 associates nationwide. It also operates stores in Japan under a licensing agreement with AEON Co., Ltd. The company's e-commerce website is located at www.sportsauthority.com.
About Empowered Media, LLC
Empowered Media, LLC operates the Jillian Michaels health and wellness brand. The company works as life architects with the sole mission of inspiring individuals to empower themselves to seek healthier and happier lives. The products marketed are part of the total life solution platform created using the Jillian Michaels philosophy.
for The Sports Authority, Inc.
Chris Fiscus, 602-254-7312
