Dick’s Sporting Goods Channels Holiday Magic to Show How Items Come to Life at Night

Producer of the Night at the Museum series helped co-direct the spot

A young girl in a Dick's Sporting Goods store responds to seeing something surprising
A young girl catches a glimpse of how items at Dick's Sporting Goods celebrate their free time before the doors open each day. Dick's Sporting Goods

For its annual holiday ad, retailer Dick’s Sporting Goods lets viewers discover what happens behind the scenes in a Dick’s store after hours, when a wide range of merchandise—everything from golf, baseball, basketball, soccer and ping pong equipment—frolic all night with a newly arrived Nike Air Max 270 React.

@Jane_L_Levere Jane L. Levere is a freelance journalist based in New York City.