Dick’s Sporting Goods’ athleisure line DSG has tapped celebrity dance couple Stephen “tWitch” Boss and Allison Holker, both of “So You Think You Can Dance” fame, in the first campaign with agency of record Where Eagles Dare.
The Pittsburgh-based agency has worked with Dick’s for the past four years on private label development, but was named agency of record for the DSG brand in January of this year. This campaign represents the agency’s first major work with the inclusive athleisure line.
While spots for Dick’s Sporting Goods proper have featured big, sophisticated productions, this campaign takes a simpler approach. It shows a host of athletes of different disciplines and ages rocking to “Bust a Move” by Young MC. Both tWitch and Holker’s nimble movements transition seamlessly into a man jogging, a crew of women on skates, a woman twirling outdoors and more.
Dancers, rollerbladers, basketballers, road-bikers and even everyday commuters bop to the tune with joyful energy. The campaign’s tagline, “apparel for everybody,” reflects the athleisure line’s aim to be ready to wear for anyone and everyone.
In April, the dance influencers announced the partnership with DSG on their social channels and choreographed a dance for TikTok, hoping to join the ranks of brands who have gone viral.
The campaign also features content for the brand’s channels and in-store assets.
Where Eagles Dare was previously behind the comedic content series for retailer Joann that starred Phyllis Smith of "The Office" fame as an obsessed crafter who finds clever ways to fit her hobby into her work day.