Finish Line enters race for hip, young shoppers

07/19/2007 | Wall Street Journal, The

Sneaker retailer Finish Line is launching a major TV, Web and in-store effort to rebuild its brand to attract younger, hipper shoppers. The marketing move follows Finish Line's recent $1.5 billion acquisition of Genesco, owner of rival Journeys, a chain that sells Puma and other more fashion-oriented shoe lines.

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