Don't let the elements take you out of your element. That's the message behind KOPPEN, Dick's Sporting Goods' new private-label outerwear brand. TracyLocke was tasked with introducing KOPPEN to a marketplace crowded with powerhouse names like Columbia, Patagonia and The North Face. The goal was to give an unknown brand a voice - a technology-inspired, performance-driven way for consumers to Take On Today. This type of marketing endeavor was a first for Dick's Sporting Goods. But in four short months, TracyLocke launched a fully-integrated campaign - everything from in-store signage, traditional and digital media, direct mail, event sponsorships as well as the development and launch of the brand website. The forecast for KOPPEN is bright. Check it out at koppenoutdoor.com