Dick's Sporting Goods is relaunching its online sporting goods site, dsports.com, with a $15 million national ad campaign, including spots on ESPN, CNN and other national cable channels. Two 30-second and 15-second spots, developed by Martino Flynn, Rochester, N.Y., use humor and music in basketball and snowboarding settings to convey the range of merchandise offered by the online retailer. Dsports.com features more than 40,000 products from marketers ranging from Nike to the North Face. Dsports.com has also entered into a multiyear, multimillion dollar partnership with CNNsi to develop a co-branded site available from CNNsi's shopping area. A $1 million dollar sweepstakes will support the campaign, with shoppers who complete online orders automatically eligible for paid trips to a major national golf championship.
Copyright October 1999, Crain Communications Inc.