Just putting the Marshalls logo on rinkboards and on air wasn’t enough. Using Sasha as the central image in promos that aired in all televised Figure Skating events grabbed the attention of US Figure Skating’s loyal fans and offered them the opportunity to skate with one of their idols. Sasha’s name or likeness appeared in all radio promos and online creative, further connecting Marshalls to not only figure skating, but also Sasha’s stylish image.

Millions of dollars in free publicity. Fans raved about the chance to skate with Sasha on message boards. Special offers drove thousands of fans into stores. Moms and kids said they’re more likely to shop Marshalls.