When I was President of Modell’s, my team and I team created and executed the vision for Modell’s Sporting Goods,“Rebirth.” This vision was built and delivered to reposition the brand as a consumer focused, relevant and sustainable business focused on brand experience and profitability. It included significant cultural evolution, massive consumer research, strategic planning, testing retail concepts, restructuring the merchandising and store teams, significant shifts in merchandise assortment and marketing strategy and tactics. “Rebirth” had a positive impact in every district as consumer traffic increased and average ticket and conversion went up. The entire remodeling of 150 stores was fully funded by the vendor community, including Nike and Adidas.
