SBD/March 2, 2012/Marketing and Sponsorship

Dick's Sporting Goods Launches New Ad Campaign In Hopes Of Better Defining Brand

Dick's Sporting Goods on Friday launched a 90-second spot in hopes to “better define its brand for consumers,” according to Natalie Zmuda of AD AGE. The spot, called "Untouchable" and developed via Anomaly, is a “departure for Dick's, which has largely been defined by co-op advertising.” The soundtrack for the ad is the theme song from "Rudy." Early scenes in the ad “show an empty stadium, pool and locker room.” Athletes then “begin filling the venues, prepping and warming up.” Copy on the screen reads, "When mind, body and equipment come together, you are untouchable." Dick's branding “isn’t seen until the closing seconds of the 90-second spot, which may leave some viewers wondering who the advertiser is.” Nike and Gatorade have “both taken similar approaches in recent years.” But Zmuda noted attentive consumers “will note the variety of brands on display in the Dick's ad -- Asics, Wilson, Nike, Adidas and Under Armour all make appearances.” Dick’s Senior VP & CMO Lauren Hobart said that the retailer is “in the process of sharing the work with brand partners and discussing plans for what new co-op ads will look like.” Hobart added the plan is to "align on a very tight brief that represents our brand and their brand." Both 60-and 90-second versions of "Untouchable" will run “on a variety of channels, including ESPN, NBC Sports, CBS, TNT and NHL Network.” The campaign also includes “print, radio, digital and social media” (ADAGE.com, 3/1).

STAYING IN CHAMPIONS TOUR: In New York, Kevin Stevens reported Dick's Sporting Goods has “extended its title sponsorship of the Dick's Sporting Goods Open golf tournament for three more years.” That “assures the tournament a spot on the Champions Tour calendar” through ’15 (Elmira STAR-GAZETTE, 3/1).
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