Dick’s Sporting Goods Picks VML as Creative Agency of Record for Its New Apparel Brand

WPP-owned shop is the voice behind Wendy's tweets

Dick's has a new AOR for its Second Skin brand. Getty Images
Headshot of Lindsay Rittenhouse

Dick’s Sporting Goods selected WPP-owned VML as its agency of record for new athletic apparel brand Second Skin after a review.

The Kansas City-based VML will work with the sporting goods retailer to handle Second Skin’s social media strategy and creative planning and production. It is unclear what other agencies Dick’s considered.

“We’re thrilled to be working with VML on the exciting process of building this new brand,” Melissa Christian, Dick’s director of brand management, said in a statement. “Our company has a lot of passion for the Second Skin brand, and it’s great to find a partner who brings the same level of enthusiasm to the project.”

According to Dick’s, Second Skin is the first line of what it calls “training and compression apparel” to be sold exclusively at its roughly 700 stores in the U.S. and online.

VML is probably best known for its work with Wendy’s. Last March, Wendy’s chose VML as its creative agency of record, replacing former AOR Publicis, without a review. VML had previously handled Wendy’s digital accounts.

The agency has led various comedic social media campaigns, including a rap battle between Wendy’s and Wingstop. VML, whose other clients include Ford, PepsiCo, Sprint and the Kellogg’s, was also behind Wendy’s first Super Bowl ad in 50 years.

In 2016, Dick’s spent $109.3 million on marketing, according to Kantar Media. From January to June of this year, the retailer spent $18.9 million, compared with $32.2 million during the same period last year.

Anomaly has been Dick’s creative AOR since 2012, with Huge handling its social accounts and MKTG INC its experiential work.

@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.