Great Clips Taps Into Quarterback Kirk Cousins’ Love for Value Haircuts in New Campaign

Why It Matters

The campaign demonstrates how authentic athlete endorsements can translate into measurable sales growth for franchise retailers, highlighting the power of sports‑aligned value offers in driving both acquisition and repeat business.

Key Takeaways

• Campaign drove 11.6% sales increase
• Customer traffic rose 7.4% during promotion
• Over 2 million coupons redeemed, 24% new customers
• Partnerships span NFL, NHL, NCAA events
• Value $9.99 haircut offers ~50% discount

Pulse Analysis

Great Clips’ partnership with quarterback Kirk Cousins illustrates a savvy blend of influencer marketing and price‑value positioning. By anchoring a $9.99 haircut coupon to the high‑visibility College Football Playoffs, the brand tapped into a captive sports audience while delivering a clear, tangible benefit. The choice of Cousins—already an organic advocate—added credibility, turning a simple endorsement into a narrative that resonated with fans seeking affordable grooming options during a typically low‑traffic month.

The results speak loudly: an 11.6% jump in sales and a 7.4% increase in customer visits across 4,400 salons, outperforming the prior year’s 4.6% traffic lift. More than two million coupons were redeemed, and the proportion of first‑time shoppers rose to 24%, indicating the promotion’s effectiveness at expanding the brand’s base. From a financial perspective, the discount’s roughly 50% margin reduction was offset by higher volume and cross‑sell opportunities, delivering a solid return on marketing spend for a franchise model reliant on foot traffic.

Looking ahead, Great Clips is extending the playbook with NHL and NCAA collaborations, embedding the brand within the year‑round sports calendar. This strategy aligns with broader retail trends where experiential, fan‑centric campaigns drive loyalty and differentiate commodity services. By consistently linking value pricing with emotionally charged sporting moments, Great Clips positions itself as the go‑to haircut destination for budget‑conscious, sports‑loving consumers, setting a benchmark for other franchised businesses seeking scalable, high‑impact promotions.