Sears, Roebuck & Co. teamed up with the US Army and will begin distributing All American Army Brand's First Infantry Division line of clothing. Licensing fees will go to support military troops and families.
This is a great move for recruiting because this widens the appeal of the military and begins to assist with top of mind awareness. It also widens the spread of interaction with the logos, looks, and overall branding capacity provided from the actions of the US Army. They are able to receive recognition with the act of releasing the clothing line as well as the residual impact of people wearing their line.
This is not the only action that has been taken to display the Army around the malls. As reported earlier, the Army Experience Center has been rolled out as well. Finding alternative ways to get your brand out there and in the hands of potential candidates, whether direct recruitment or not, is half the battle.