After speeding past analyst expectations for earnings earlier this week, Dick’s Sporting Goods is taking a victory lap by debuting its largest ad campaign yet to cement its standing as a sportswear retail destination. And the retailer will back it with a major new NCAA sponsorship that will begin next week when March Madness tips off.
Tonight, the Coraopolis, Pennsylvania-based retailer will begin airing “Sports Change Lives,” a new brand platform that embraces the benefits—social, mental and physical—of athleticism in consumers’ everyday lives. The new messaging highlights not just the team sports that Dick’s is known for outfitting but individual exercise disciplines as well, such as running.
“It’s a meaningful shift for us,” said Ed Plummer, chief marketing officer. “We’re not just selling a baseball glove that kids can use to catch a ball with—it’s more than the product itself, it’s the tool the product becomes to build lasting change for people.”