Indianapolis-based The Finish Line Inc. (Nasdaq: FINL) has announced a move to unify its rapidly-expanding running division. The company has launched a "gradual rebranding" of the more than one dozen store names within its Running Specialty Group. The Finish Line also announced second quarter profit of $25.9 million, which is slightly down from the same quarter last year.
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The Running Specialty Group has been a major focus for the company. The Finish Line has been acquiring running store locations throughout the country at an aggressive pace during the last 18 months.
The transition is set to kick off in November to coincide with the New York City Marathon. RSG President Bill Kirkendall says "JackRabbit is a vibrant and distinctive name that evokes an active lifestyle. It speaks to running enthusiasts, coaches and friends and will elevate our consumer and community experiences at every touch point with a seamless, omnichannel approach."
Its JackRabbit rollout is expected to take place over the course of the next two years at its locations carrying The Running Company, Run On!, Blue Mile, Boulder Running Company, Roncker’s Running Spot, Running Fit, VA Runner, Capital RunWalk, Richmond RoadRunner, Garry Gribble’s Running Sports, Run Colorado, Raleigh Running Outfitters, Striders and Indiana Running Company banners.
JackRabbit.com will serve as the e-commerce site for all re-branded stores.