Sioux Falls-based Lawrence & Schiller has landed Scheels as a client following a nationwide selection process.

The North Dakota-based sporting goods retailer hired L&S to do its branding and creative strategies in 2018.

As part of the competitive process, L&S conducted research with consumers, developed speculative advertising campaigns and provided a national media placement strategy, said Carrie Biondi, L&S vice president of business development.

“It was a competitive shootout against agencies from all over the country,” she said.

“In a retail environment where many brands are struggling to find their way, it’s exciting to work with an innovator like Scheels that has created an in-store experience that allows them to continue to grow and expand into new markets. We definitely plan to help elevate Scheels to a passion brand.”

Work will start right away with major initiatives planned around Mother’s Day, Father’s Day and Christmas 2018.

“We chose to partner with L&S for several reasons — first of all, their innovation, capabilities and track record of success. But just as important is how well they align with our culture of values and community,” said Marcus Thornton, Scheels vice president of marketing.

L&S worked through a similar competitive process several years ago to win Taco John’s as a client. That relationship continues today.

“We love to compete,” Biondi said. “Winning this account in a shootout with a number of top-notch agencies from across the country is very invigorating for our entire team.”

The agency has 70 full-time employees and might add staff in content, design and media strategy to support the new Scheels business.