Anomaly NY Seeks to Inspire Women for Dick’s

By Erik Oster 

Anomaly New York launched a new spot for Dick’s Sporting Goods, targeting women with an inspirational message in “Choices: Who Will You Be?”

The anthem ad begins with the question, “Who will you be, at this unholy hour?” as the spot shows several women beginning their days with workouts. “Because no true wins…are ever won easy,” the voiceover explains, as a woman struggles at the end of her workout, another to keep going in a marathon, and a third to hold a difficult yoga pose. “But then, in that moment, something snaps…you become someone new. And then tomorrow it all starts over,” the spot concludes, ending with the tagline, “Every season starts at Dick’s.”


The ad, part of the brand’s broader “Who Will You Be?” campaign marks a shift in strategy for the brand, as it attempts to appeal directly to women juggling athletics with other everyday activities. “The big insight behind this campaign, as it pertains to women, is that women juggle a lot,” Dick’s CMO Lauren Hobart explained to Adweek. “There is a lot that women need to get done in any given day. So the choice to work out—and the choice to fit in fitness—is a challenging choice for people. They have to find the time.”

Hobart also told the publication that Dick’s would be “expanding floor space devoted to women’s attire across its 600-plus U.S. stores.” The ad will make its debut May 15th on networks including ESPN, E! and Bravo. “Choices: Who Will You Be?” will then be followed by a series of 15-second ads, running through July. The effort follows W+K Portland’s “Better For It” spot for Nike this month, which targeted female viewers with a similar message of triumph over adversity.


Client: Dicks Sporting Goods
Agency: Anomaly
Global Creative Officer/Partner: Mike Byrne
Group Creative Director: Seth Jacobs
Sr. Copywriter: Johnny Dantonio
Sr. Art Director: Matt Walton
Sr. Copywriter: Barry Katz
Sr. Art Director: Alex Kaplan
Copywriter: Dan Shapiro
Art Director: Chris Araujo
Copywriter: Jeremy Straight
Art Director: Bryce Cline
Head of Broadcast Production: Andrew Loevenguth
Sr. Producer: Matt Flaherty
Sr. Producer: Jenn Pennington
Business Director: Damien Reid
Account Director: Ji You
Account Director: Mike Reuter
Business Affairs: Annemarie Cullen/Carla Curry
Project Manager: Allison Uecker
Prod. Company: Park Pictures
Director: AG Rojas
Director: Lisa Rubisch
Director: Chris Wilcha
Executive Producer: Justin Pollock
Executive Producer: Jackie Kellman Brisbee
Head of Production: Anne Bobroff
Producer: Pete Vitale
Producer: Nina Shiffman
Producer: Michelle Currinder
Director of Photography: Bradford Young
1st AD: Andi Budman
Production Designer: Rodney Becker
Wardrobe Stylist: Summar Shalah
Casting/Sports Supervisor: Mike Fisher/Varsity Casting
Casting: The Cast Station
Director of Photography: Jody Lee Lipes
1st AD: Peter Jackson
Production Designer: Amelia Battaglio
Wardrobe Stylist: Laura Jeane Shannon
Casting: Janine Martel/Martine Casting
Director of Photography: Adam Beckman
1st AD: Peter Jackson
Production Designer: Harper Hellams
Wardrobe Stylist: Giselle Knee
Casting/Sports Supervisor: Mike Fisher/Varsity Casting
Casting: Universal Casting
Editorial: Consulate
Editor: Peter Johnson
Editor: Ryan McCally
Executive Producer: Alan Lopez
Post: MPC
Executive Producer: Jesse Kernit
Producer: Michele Watkins
Telecine: Company 3
Colorist: Tim Masick
Sound Mix: Heard City
Audio Engineer/Sound Design: Eric Warzecha
Producer: Heath Raymond
Music: Search Party, Duotone Music