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JanSport, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in San Leandro, CA, JanSport, Inc. is a top manufacturer and marketer of backpacks, outdoor equipment, accessories, and travel bags. Products include daypacks, laptop bags, outdoor packs, luggage, single-strap messenger and sling bags, and more. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (510) 614-4000
Main Fax
Primary Address
2601 Harbor Bay Parkway
Alameda, CA 94502
USA

JanSport, Inc. Contacts

Contacts (5/7)
Name Title State
Steve M. President CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (510) 614-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2601 Harbor Bay Parkway
Alameda, CA
94502
USA

Ann D. Vice President, Marketing CA
Rico P. Vice President, Sales CA
Wei-En C. Vice President, Product CA
Anne S. Director, Brand Marketing CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
EastPak *
Wolfcreek *
JanSport, Inc. ****
JanSport *****
Napapjiri *

Agency Relationships


Brand Agency Service From To
********, ***. ****** ********* - ********* digital 2002 present

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WinmoEdge

Score 22 - Future Possibility: VF Corporation hires new CEO, increasing marketing efforts


Subject: TV, digital, social media, online, video

Company: VF Corporation, headquartered in Greensboro, NC, is one of the largest apparel corporations in the world that manufacturers and markets denim, intimate apparel, outdoor apparel and gear, sportswear and specialty clothing through its vast brand portfolio.

Opportunity: Promoted president and COO Steven E. Rendle to CEO, effective Jan. 1. Rendle will succeed CEO Eric C. Wiseman, who will continue to serve as executive chairman of VF’s Board of Directors.

During VF's Q2 earnings call, Rendle mentioned that as the company's Vans, North Face and Timberland businesses continue to do well, they will receive added marketing efforts to drive those successes even further. This doesn't come as a huge surprise, however, since VF has already been increasing investments for North Face and Vans for some time (research here). 

According to Kantar Media, VF has spent the largest portion of its ad budget on broadcast and digital, and as we have said before, it continues to increase marketing and advertising budgets to support top brands Wrangler (research here). So, expect both TV and digital spend for these brands to be on their way up, as well as increased marketing attention to other brands in the VF portfolio. 

A new CEO does not necessarily signal immediate major agency shifts like a new marketing head, especially a promotion like this, but it's still a small business trigger. But it's important to note  that while Publicis’s Starcom, Chicago has handled VF's media buying and planning for only a little over a year, some of the company's big ad spenders have agency relationships that are far past average AOR tenure (2.5 - 3 years).

So, be sure to keep an eye on media for Timberland and Vans, as MDC's Toth + Co. has handled the account for well over a decade. 

With that said, sellers should continue seeking digital and traditional ad dollars, as marketing efforts don't seem to be slowing down anytime soon. 

Additional Insight

Experience: Rendle has more than 30 years of experience in the specialty outdoor and action sports industry, 16 of which have been with VF Corp. Prior to his current role of president and COO, he spent three years as the VP, VF Corporation and Group President, Outdoor & Action Sports Americas. He also served as President of VF Outdoor Americas, where he oversaw 

TV Breakdown: Since January, per iSpot, Wrangler has taken up the largest portion of national TV spend with $8.6 million thus far. Additionally, the North Face has had a large national TV ad presence in the past, spending $18.7 million for all of 2015, concentrated mostly in Q4.

Although Timberland has not had a huge TV ad presence in the past, so far this year, the brand has spent $464,800 on national TV, a significant jump from the $141,000 from the same period last year. 

Digital Breakdown: According to Pathmatics, site direct desktop continues to be VF's top display channel. Top ad destinations include youtube.com, pitchfork.com, last.fm (CBS Interactive), amazon.com, vice.com and wunderground.com (The Weather Company). 

It's also important to note that while desktop spend for VF Corp. is at $6.3 million, Vans desktop spend makes up $5.4 million of that spend. 

2016 (YTD) Ads Spend Impressions Site-direct
Desktop 686 $6.3 million 523 million 91%
Mobile 339 $298,500 89.6 million 59%
Video 85 $1.2 million 78.6 million 34%

 

2015 (Jan-Oct.) Ads Spend Impressions Site-direct
Desktop 515 $5.5 million 482.7 million 91%
Mobile 290 $1.1 million 158 million 75%
Video 59 $824,600 33.1 million 78%

 

VF Corporation
105 Corporate Center Boulevard
Greensboro, NC 27408
(336) 424-6000

Craig Hodges
Senior Director, Corporate Communications
Direct: (336) 424-5636
craig_hodges@vfc.com

Tyler Kerr
Director, Digital Communications
(336) 424-6000
‚Äč_kerr@vfc.com

Goldie Viegas
Mobile Manager, Strategy & Market
(336) 424-6000
goldie.viegas@vfc.com