NEW YORK – For one landmark department store, it's a chance to appeal to women on the run. For a growing activewear brand, it's a shot at a larger following. Bloomingdale's is now selling the NYC-based iRUNLIKEAGIRL line including Classic Tees, Performance Hoodies, and Girly Running Skirts at several of its Big Apple locations. The retail giant spotted iRUNLIKEAGIRL at a health and fitness event and was hooked by the brand's message of inspiration. " 'iRUN' is about ageless girl spirit," says founder Jennifer Wright-Tubbs, "We celebrate the fact that women of any age, shape and fitness level are capable of achieving anything. It encompasses something beyond just running or fashion."
iRUNLIKEAGIRL didn't necessarily sprint off the line when it was founded in 2006, but Wright-Tubbs and employees stuck with it, staying in front of women at dozens of running and health events across the US. At many shows, iRUN teamed up with charities to donate a portion of proceeds to women's causes, injecting meaning into their message of female achievement. Their perseverance at events not only mirrored their call to women, it paid off in the form of lots of exposure and positive relationships with "girls" across the country. Before Bloomingdale's, fans were limited to purchasing products at shows or on the website, irunlikeagirl.com. "But there is always the woman who prefers the personal contact of the store versus the website," says Wright-Tubbs, "When routing them to Bloomingdale's, it's an instant reaction to a big brand they know and feel comfortable visiting. Being at some Bloomingdale's locations is already generating great exposure for us and helping us meet new fans."
The iRUNLIKEAGIRL line has also recently been picked up by a retailer in Nova Scotia, allowing at least one retail location there and more affordable shipping to Canadians.
Wright-Tubbs says iRUN is currently seeking other retail opportunities, especially those which would allow nationwide sales. "Females live wonderfully complicated lives. We need to find 'girls' at many points of contact… gift shops, gyms, department stores. As a completely female-focused movement, we think they'll choose to run with us if we can just be introduced."