PROCURING TOP TALENT FOR JCPENNEY STORE APPEARANCES

Icon works with JCPenney and other major retailers to provide well-known athletes for store openings and appearances. These include autograph signings, photo opportunities and community events where an athlete takes a group of disadvantaged children shopping.

Icon works within a retailer’s budget to secure top talent that will attract customers and media attention to the appearance.

Icon has worked with JCPenney each of the last two years for a national promotion on Giving Tuesday. In 10 cities across the country, Dreambuilders athletes took 50 kids from local after school programs holiday shopping.

Athletes in Atlanta, Cincinnati, Dallas, Denver, Houston, Kansas City, Miami, Phoenix, San Diego and Pittsburgh helped children pick out gifts for their family members. In addition, JCPenney contributed $12,000 to each athlete’s foundation or charitable program, so those same children could benefit through new programming at the clubs they attend.

The promotion was heavily covered by the media, giving JCPenney significant visibility for its Giving Tuesday activities.

“Icon has been a wonderful organization to partner with,” said Brooke Fedro, Cause Marketing for JCPenney. “JCPenney and JCPenney Cares have been able to make a tremendous impact in the communities where we have collaborated. We look forward to continuing our work together to help the lives of children and families in need”