The Edwards Project presentation

SCOPE & PURPOSE

The Creation & Management of Team-Specific In-Store Point-of-Purchase & .com/Social Media Assets to Provide a Consistent Message

The Coordination & Management of Multiple Fan Tee Programs to Expand Brand Partnerships & Awareness

The Coordination & Management of In-Store Activation/Retailtainment Events to Make the Brand a Consumer Experience

CALENDAR DEMAND

PROCESS FLOW

TIMING & ACTION

*Example of Timing & Action Calendar for POP Project

FOLDED TEE SPINNER Graphic card inserts to display fixture content Delivery 1: 2/01 99 Schools/1,188 Art Set-Ups/0 Cards Shipped to 337 Stores* Delivery 2: 6/01 160 Schools/1,908 Art Set-Ups/10,024 Cards Shipped to 812 Stores Art Demand Time: 464 hours

TEAM-SPORTS POINT-OF-PURCHASE Team-Specific Signage to support team brands & product Delivery 1: 2/01 88 Schools/88 Art Set-Ups/1,920 Signs Shipped to 858 Stores Delivery 2: 6/01 369 Schools/864 Art Set-Ups/50,680 Signs Shipped to 3,725 Stores (527 Team Valley Stores/3,198 Non-Valley) Delivery 3: 10/15 NHL: 22 Teams/22 Art Set-Ups/5,148 Signs Shipped to 578 Stores Art Demand Time: 325 hours

CAMPAIGN HEADER CARD INSERTS Seasonal Marketing Campaign Signage added to support existing POP Delivery 1: 2/01 Rock Your Colors 1 Art Set-Up/1,920 Signs Shipped to 858 Stores Delivery 2: 6/01 College Colors Day 1 Art-Set-Up/42,586 Signs Shipped to 3,148 Stores

IN-STORE POP

*Folded Tee Spinner Cards did not ship for 2/01 Delivery

WALMART ART TIME # of Teams TOTAL Art Created Minutes Per File

TOTAL Time (Minutes)

TOTAL Time (Hours)

TOTAL Time (Weeks)

SPINNER INSERTS 259 3,096 15 46,440 774 19 IN-STORE POP 479 974 20 19,480 325 8

WEB SUPPORT SUMMARY

Web imagery created to support .com & brick & mortar product, while reinforcing the marketing message.

IN-STORE POP

ROLLED-TEE SHIPPER Corrugated Shipper Displays to gain incremental sales outside of traditional retail space Test Program Delivery: 7/15 26 Schools/Generic Art Set-Up/ Shipped to 37 Stores Average POS 68.39% ST

IN-STORE POP

PALLET SHIPPER Corrugated Pallet Fixture Displays to gain incremental sales outside of traditional retail space Delivery 1: 1/15 Rock Your Colors Shipped to 148 Stores Delivery 2: 5/01 Fathers Day Shipped to 172 Stores Delivery 3: 6/15 Wear Your College Colors 1 Shipped to 148 Stores Delivery 4: 7/15 Wear Your College Colors 2 Shipped to 148 Stores Delivery 5: 12/31 NHL Stadium Series Shipping to 60 Stores Average POS increase from LY 12% Art Demand Time: 60 hours

MEIJER ART TIME # of Programs TOTAL Signs Created Minutes Per File


TOTAL Time (Hours)

TOTAL Time (Weeks)

PALLET SHIPPERS 5 15 240 3,600 60 1.5

IN-STORE POP

PROGRAM TABLE SKIRTS Printed table skirts that wrap around the base of the display tables that support the product Delivery: 8/15 College Colors Day Table Skirts

Generic Skirts 1 Art Set-Up/442 Skirts shipped to 306 Clubs School Specific 16 Art Set-Ups/240 Skirts shipped to 110 Clubs

Average POS increase from LY 27% Art Demand Time: 136 hours SAM'S ART TIME # of Teams TOTAL Signs Created

Minutes Per File


TOTAL Time (Hours)

TOTAL Time (Weeks)

TABLE SKIRT 17 34 240 8,160 136 3.5

IN-STORE POP

PROGRAM PALLET WRAPS Printed wraps that encompasses a quad display of pallets that support the product Delivery 1: 1/15 Collegiate Rock Your Colors Shipped to 303 Warehouses Delivery 2: 6/01 Collegiate Fathers Day Shipped to 333 Warehouses Delivery 3: 6/01 NHL Fathers Day Shipped to 52 Warehouses for 22 Markets Delivery 4: 8/15 NHL Face-Off Shipped to 71 Warehouses for 22 Markets Delivery 5: 9/05 Collegiate College Colors Shipped to 336 Warehouses Delivery 6: 11/15 Collegiate Holiday Cheer Shipping to 303 Warehouses Delivery 7: 11/15 NHL Holiday Shipping to 118 Warehouses for 22 Markets Art Demand Time: 448 hours

RACK-FIXTURE SIGNAGE Printed panels to hang over temporary racking system that contains the product Delivery 1: Collegiate Fathers Day Shipped to 110 Warehouses Delivery 2: 6/01 NHL Fathers Day Shipped to 19 Warehouses for 9 Markets Art Demand Time: 80 hours Highlight Collegiate Fathers Day Average ST%: 56.15%

COSTCO ART TIME # of Teams TOTAL Signs Created Minutes Per File


TOTAL Time (Hours)

TOTAL Time (Weeks)

PALLET WRAPS 56 112 240 26,880 448 11 FIXTURE DISPLAYS 10 20 240 4,800 80 2

IN-STORE POP

DISPLAY VINYL BANNERS School specific large vinyl banner displayed over Merchandise Delivery: 7/15 15 Schools/35 Banners Shipped to 40 Stores

KMART/GDC ART TIME # of Teams TOTAL Signs Created Minutes Per File


TOTAL Time (Hours)

TOTAL Time (Weeks)

VINYL BANNERS 15 15 240 3,600 60 1.5

& PRINT AD EXAMPLES

PROGRAM INITIATIVE

Partnering with Licensors to create Brand Awareness & excitement through a specific item that generates pride, celebrates a game or promotes a cause.

Number of Fan Tees 2014: 4

Number of Fan Tees 2015: 9

Average Lead Time: 12 Weeks

Combined Average ST% (Wk 33 Data): 53.33%

PROCESS FLOW

TIMING & ACTION

PROGRAM TRACKING

2015%FAN%TEE%PROGRAMS10/21/15

PROGRAM'NAME STYLE'# COLOR LOGO'CODE(S) SYSTEM'LOGO'CODE CHANNEL'OF'DISTRO WHOLESALE'/'SUGG'RETAIL

ROYALTY MARKETING'FEE HANG'TAG'REQUIRED UNITS'SHIPPED SHIP'DATE GAME'DATE MISC

2015%Florida%Official%Fan%Shirt%4%MASS

Q0MCA20DKA%Short4Sleeve%100%%Cotton%Open4End%Tee

RYL%4%New%Royal 24Location%Screenprint:%P006990%4%FC%CH008%/%P006991%BN%NK001

2O9 SCWC%(Mass) $7.50%/%$14.99 12% $1.30%per%unit%from%Wholesale

Yes%4%Supplied%by%Knights%Apparel

7,332'TOTAL'(2,102'MID'/'5,220'MASS)

7/1/15 Season4Long%Shirt%/%1st%Home4Game%09/05/15

Inaugural%Shirt.%Soft%Launch%for%Spring%Game.%Hard%Launch%for%07/01/15.%Support%with%Retailtainment%at%Walmart%(potentially%prior%to%the%1st%Home%Game%on%09/05/15).

2015%Florida%Official%Fan%Shirt%4%MIDBTIER

B0MCA1RDVC%Short4Sleeve%100%%Cotton%Ring4Spun%Tee

GMC%4%Gun4Metal%Charcoal

24Location%Screenprint:%P006990%4%FC%CH008%/%P006991%BN%NK001

2O9 Mid4Tier $9.00%/%$22.00 12% $1.13%per%unit%from%Wholesale


7,332'TOTAL'(2,102'MID'/'5,220'MASS)


Inaugural%Shirt.%Soft%Launch%for%Spring%Game.%Hard%Launch%for%07/01/15.%

2015%Vanderbilt%Anchor%Down%Tee%4%CRACKER'BARREL'ONLY


TBK%4%True%Black 14Location%Screenprint:%P007040%4%FC%CH008

1C6 Mass%Market%4%Exclusive%to%Cracker%Barrel%for%1st%Year.

$7.50%/%$14.99 12% $1.30%per%unit%from%Wholesale

No 756 7/1/15 Season4Long%Shirt%/%1st%Home4Game%09/05/15

Inaugural%Shirt.%Shipped%to%Cracker%Barrel%ONLY.

2015%Tennessee%Tough%4%MASS


HOR%4%Heated%Orange 24Location%Screenprint:%P007020%4%FC%CH008%/%H000363%BK%4%CH004

2GU SCWC%(Mass) $7.50%/%$14.99 12% $1.30%per%unit%from%Wholesale

Yes%4%Supplied%by%Tennessee

19,714'TOTAL'(2,484'MID'/'17,230'MASS)


Support%with%Retailtainment%at%Walmart%(potentially%prior%to%the%1st%Home%Game%on%09/12/15).

2015%Tennessee%Tough%4%MIDBTIER

B0MCA1RDVC%Short4Sleeve%100%%Cotton%Ring4Spun%Tee

GMC%4%Gun4Metal%Charcoal

24Location%Screenprint:%P007020%4%FC%CH008%/%H000363%BK%4%CH004

2GU Mid4Tier $9.00%/%$22.00 12% $1.12%per%unit%from%Wholesale

Yes%4%Supplied%by%Tennessee

19,714'TOTAL'(2,484'MID'/'17,230'MASS)


2015%Alabama%Built%by%Bama%4%MASS


PBG%4%Pro%Brick%Garnet 24Location%Screenprint:%P007018%4%LC%CH003%/%P007019%4%BK%CH004

2LM SCWC%(Mass) $7.50%/%$14.99 12% $1.30%per%unit%from%Wholesale


17,010 7/1/15 Season4Long%Shirt%/%1st%Home4Game%09/12/15

Soft%Launch%for%Spring%Game.%Hard%Launch%7/01/15.%Support%with%Retailtainment%at%Walmart%(potentially%prior%to%the%1st%Home%Game%on%09/12/15).

*Snapshot of Fan Tee Tracking Document

SUMMARY

Bringing Brand Awareness directly to the Consumer by creating an interactive & memorable experience.

Number of Events 2014: 3

Number of Events 2015: 10 (5 Russell Exclusive Events)

Typical Lead Time: 12 Weeks

2015 WALMART RETAILTAINMENT EVENTS

TEAM Alabama Tennessee Florida Notre Dame Arkansas - STORE GRAND OPENING STORE (#715 Tuscaloosa) ( #4167 Knoxville) (# 1081 Gainesville) (# 2678 Miswaka ) (# 5250 Rogers) OPPONENT OLE MISS OKLAHOMA ECU USC N/A GAME DATE 9/19/15 9/12/15 9/12/15 10/17/15 N/A DATE IN STORE EVENT 9/17/15 9/10/15 9/10/15 10/15/15 10/14/15 DEADLINES/MILESTONES 8/13/15 8/6/15 8/6/15 9/10/15 10/12/15 STORE MGR Sonya Lim Janet Bales Mark Kircher 2678 - Chris Carr N/A SHOPPER EVENT COORDINATOR Cyndi Dodson Cyndi Dodson Cyndi Dodson Cyndi Dodson Marybeth Holden

ASSETS

Cheer Team, Mascot, Radio-Remote, Food & Beverages, Inflatable Games and Give-Aways

Cheer Team, Mascot, Former Coach, Ticket Raffle, Radio-Remote, Food & Beverages, Inflatable Games and Give-Aways

Cheer Team, Mascot, Radio Personality, Radio-Remote, Food & Beverages, Inflatable Games and Give-Aways

Radio-Remote, Food & Beverages, Inflatable Games and Give-Aways

Mascots, Cheer Team & Dance Squad. Provided transportafon to & from Event

KA FIELD REP Brian Walker Brian Walker Tonya Kirby Brian Walker Steve Shag

PROCESS FLOW

TIMING & ACTION

RESULTS

2015 POS DATA (Non-Russell Exclusive Events) University of Florida 9/09/15 Up 26% VS LY on Day of Event Up 83% VS LY for Week of Event

University of Tennessee 9/09/15 Up 92% VS LY on Day of Event Up 139% VS LY for Week of Event

University of Alabama 9/17/15 Up 156% VS LY on Day of Event Up 72% VS LY for Week of Event

University of Notre Dame 10/15/15 Up 46% VS LY on Day of Event Up 65% VS LY for Week of Event

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The Edwards Project presentation

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