Background and goal
Helsinki Outlet wanted to reach families and active consumers in the Helsinki capital area in a way that felt authentic, trustworthy and community-driven.
The objectives were to:
- position Helsinki Outlet as a shopping destination for sporty families
- attract entirely new customers to the stores
- grow brand store sales – the mechanism: an extra -10% discount given at checkout when mentioning the club's name
- strengthen Helsinki Outlet's position as a hub for sports and outdoor brands
Sport Vertical executed the collaboration by activating four junior clubs in the capital region: Hawks, PuHu Juniorit, Etelä-Espoon Pallo and Valko-Pallo.
During the collaboration each club published three posts in total on their own social media channels (Instagram, Facebook, TikTok).
How the collaboration was executed
Sport Vertical delivered a ready-made video and copy that the clubs published on their own channels. To followers, the message looked like a recommendation coming from their own community, which boosted trust and credibility.
Results
Reach and engagement
In-store impact
- First customers arrived at the checkout just a couple of hours after the first posts
- Club names were actively mentioned at the till
- Feedback from the stores: "it showed up immediately"
Audience reactions
- "Thank you, Tiina Fågel (CEO of Helsinki Outlet), for collaborating with children's and youth sports as well."
- "Great to see the club involved."
- "Already went and bought three pairs of shoes from Skechers – it works!"
Customer quote
The collaboration between Helsinki Outlet and Sport Vertical represents a new, scalable way to reach sports communities broadly and effectively. At the heart of the collaboration is the activation of junior clubs in the Helsinki capital area, which allows the message to spread through several communities at the same time. Collaborations through sports communities have brought our brands concrete value above all through targeted visibility, high engagement and trust. The clubs' own communication channels and social media act as effective distribution platforms where the messages reach a genuinely relevant audience. At the same time, Helsinki Outlet can strengthen its position as a hub for sports and outdoor brands and build long-term relationships with local communities.
— Jenny Hollmén, Head of Marketing, Helsinki Outlet
Summary
The collaboration clearly showed that marketing through sports communities produces significantly higher engagement than traditional social advertising. The audience didn't just see the message – they reacted, shared and saved it actively.
The results validate the effectiveness of the Sport Vertical model:
- high engagement
- immediate in-store impact
- strong trust within the communities
- a genuine recommendation from one's own club