From Handbags & Watches To Fashion & Sneakers: Walmart's “Who Knew?” Campaign Highlights Marketplace Makeover
Walmart looks to increase awareness of broad product offerings on Marketplace, including expansion into pre-loved luxury fashion, watches, sneakers and other collectibles with new "Walmart: Who Knew?" campaign.
The campaign seeks to reintroduce consumers to Walmart with a look at items the public might be surprised to learn they can find on the site.
Dear America,
We’ve been called a lot of things. A big-box store. A budget hero. Your go-to place for all your weekend errands.
You’ve known us for years. Decades. We’re flattered. But here’s the thing: we’ve changed. A lot. And we think it’s time to reintroduce ourselves.
We still do what we’ve always done — but we’ve also been busy.
Behind the scenes, we’ve become one of the most innovative retailers in the country. We’ve built a shopping experience that’s faster, smarter, more flexible and more digital than ever before to make things easier when you shop with us.
We now have:
- More than half a billion items available online and in our app
- Express Delivery to your door in as little as one hour
- A Walmart+ membership that gives you perks beyond groceries
- And a digital experience that’s, well... better than most people realize
If that surprises you — perfect. That’s kind of the point.
Introducing: “Walmart. Who knew?”
Our new campaign is built around that exact moment — the double take, the eyebrow raise, the whoa, wait Walmart energy.
Because the biggest surprise isn’t what’s changed, it’s how many people don’t know it’s already here. “Walmart. Who knew?” is more than a tagline. It’s our invitation to take a second look at the new Walmart.
It’s for everyone who’s been shopping with us for years — and for those who think they know what we’re all about.
Familiar name. Whole new story. We’re not ditching our roots. We’re just expanding what they grow into. So the next time you open our app, step into our stores, or spot something unexpected in your feed or neighborhood — give it a second glance. We think you’ll find everything you need and more.
The campaign comes as Walmart continues to see impressive growth in key categories - largely with the help of of ex-eBay talent.
Liz Morton
Walmart started taking market share in refurbished and pre-owned goods with Restored and Resold initiatives in 2024.
Liz Morton
“Walmart Marketplace continues to elevate its profile as a digital shopping destination by adding more in-demand, higher profile brands that customers search for but wouldn’t typically expect to find at Walmart,” the company told investors at their annual shareholder meeting last week.
The platform saw 200% growth year-to-date in its pre-loved luxury fashion segment and has announced a new partnership with fashion brand PrettyGarden, as well as onboarding luxury handbag seller Bag, Borrow or Steal and Brecker Time, which specializes in pre-owned brands like Rolex to meet wrong demand for high end pre-owned watches.
Director of Business Strategy and Development, Fashion Kinsey Griffin joined Walmart in March 2024 after ~2 years leading business development for luxury goods and fashion at eBay.
Liz Morton
Walmart is also expanding its sneaker partnership with StockX, which will soon see over 15,000 SKUs of certified-new Nike, UGG and other popular luxury sport and lifestyle brands, including more than 1,200 children’s SKUs, added to the marketplace just in time for back-to-school.
VP Categories, Michael Mosser (who was GM Lifestyle/Media/Toys at eBay from 2015 - 2019) brokered the deal with then CEO of Stock-X Scott Cutler (who was VP eBay Americas from 2017 - 2019) in Q3 2024.
Liz Morton
Walmart has also been looking to take market share in Motors Parts and Accessories, luring former eBay Motors Events Manager and NASCAR driver to join the company earlier this year.
Liz Morton
And former eBay Vertical Merchandise Director Bob Means joined Walmart as General Manager Electronics, Toys & Seasonal in 2023 and has recruited key personnel away from eBay to boost Walmart's presence in trading cards, comics, toys, and other collectible categories.
Liz Morton
