Where's the punching bag that moves when you try to hit it?

• Author: Kaelble, Steve
• Position: Opener - Galyan's Trading Co.

There are 90,000 items on the racks and shelves at Galyan's Trading Co., from wristwatch style electronic fish finders and high-tech diving watches to the latest paintball gear and state-of-the-art running shoes. So why is the Plainfield-based chain of "active-lifestyles" (sporting-goods) stores advertising cutting-edge items that don't even exist?

Tune in one Galyan's commercial and you'll see a running shoe with a built in air splint that can be inflated should the jogger turn an ankle a couple miles from home. Another ad features a "hydroguard" jacket--not just waterproof but able to deflect raindrops before they even hit the wearer. A third commercial in the company's latest campaign shows a punching bag that mimics a live opponent by moving as the boxer

tries to land a punch.

None of these products can be found in a Galyan's store, or anywhere else, for that matter. So why feature them in Galyan's TV spots? It's all part of the chain's new branding strategy, explains Tom Denari, executive vice president at Indianapolis-based Young & Laramore and head of the agency's team supporting client Galyan's.

"We did survey research with existing Galyan's customers to try to identify what it was that made them attracted to Galyan's," he explains. "What we found is that this particular customer is always looking for something new to do, some new adventure, some new product. We gave that customer the moniker 'the Seeker.'"

"They come to Galyan's seeking something different," says Ed Whitehead, Galyan's senior vice president for marketing. "Our point has always been to have the latest, newest stuff. Our best customers come to us because they want to see the newest...