Dick's Sporting Goods is tapping into the minds of amateur athletes in a new brand effort that launches this week, asking the question: "Who Will You Be?"
The push, created by Anomaly, builds on Dick's "Untouchable" campaign, which launched in 2012 in order to better define the sporting-goods retailer for consumers. It aimed to forge a more emotional connection with customers who primarily viewed Dick's as a destination for equipment and products. The new effort, called "Who Will You Be?" goes a step further by delving into the minds of athletes.
"Our company strongly believes, at its core, that sports make people better," said CMO Lauren Hobart. "This specific campaign really dives deep into that belief. We're going to show all of the moments and choices that make an athlete who they are."
At the center of the push is a 60-second anthem called "Who Will You Be?" that depicts the mindset of athletes in various moments including a fitness buff in training, a post-workout ice bath, late night practice at the golf range, and a football player in the midst of big game. It also includes 24 15-second vignettes that peek into the lives of the featured athletes. As in previous Dick's ads, like the cause-marketing push "Sports Matter," they star real amateur athletes.
The longform spot will break on March 6, during ESPN's College Basketball Championship Week, which Dick's has sponsored since 2007.The vignettes will air on broadcast and digital platforms after the launch, including during live streaming March Madness coverage available via CBSSports.com, Turner.com, TruTV.com, TNT.com, TBS.com, and continue through the fall.
The ads touch on a range of sports, genders and ages with one holistic approach, unlike previous ad campaigns that were tailored to different consumer bases.
"We really feel that this one campaign is a universal truth that will tap into the hearts and minds of all these consumers," said Ms. Hobart.
Ms. Hobart declined to comment on the budget for the effort.
In 2014, Dick's spent nearly $90 million on U.S. measured-media through November, according to Kantar Media. The retailer spent $82 million on measured media during the full year of 2013.
Dick's will round out the effort with print, outdoor, social and digital-media elements.