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Sears readies Pure NRG launch campaign

Sears Canada of Toronto is preparing a launch campaign for a new line of women's athletic apparel called Pure NRG Athletics. The product line includes tank tops, t-shirts, shorts, pants, hoodies and zip-ups. The marketing campaign will consist of national out-of-home and digital advertising, as well as public relations and flyers. Sears will place ads in the changing rooms in fitness centres near its stores. In some locations, this will be accompanied by mannequin displays in the main gym areas and instructors wearing clothing from the product line.

"We think our customers will see the combination of the quality and price of Pure NRG Athletics as filling a space in the marketplace that has not been otherwise addressed," said Doug Campbell, president and CEO of Sears Canada. "The development of private brands that provide superior features and benefits at affordable prices is a strategy Sears will continue to use to offer uniqueness and exclusivity to Canadians coast to coast."

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