Ad of the Day: Dick’s Sporting Goods Goes the Extra Mile in Its First Campaign for Women

Just like they do

Athletic women are increasingly wearing workout gear as everyday fashion. And so are women who never go near a gym—giving rise to the "Athleisure" fashion trend. And with women's activewear booming, Dick's Sporting Goods is prepping its first ad campaign aimed directly at fitness-minded women.

Dick's CMO Lauren Hobart gave Adweek an exclusive preview of a new spot—"Choices: Who Will You Be?"—from Anomaly, New York, that's scheduled to break May 15 on ESPN, E!, Bravo and other networks. It's the first ad to target women specifically in the retailer's broader "Who Will You Be?" campaign, which launched in March.

In the 60-second spot, women must juggle their busy lives to meet their fitness goals. A young mom jogs on a treadmill—while listening to her baby monitor. Another mom jogs to pick up her son at grammar school rather than driving there.

"Who will you be?" asks the spot. "Every run. Every workout. Every day. Every choice. Every season starts at Dick's Sporting Goods.

Women now make up half of the shoppers in the sporting goods category, according to Hobart. If they're not shopping for their families, they're shopping for comfortable, stylish activewear for themselves. That's why the retailer is expanding floor space devoted to women's attire across its 600-plus U.S. stores, which generate over $6 billion in total sales.

"The big insight behind this campaign, as it pertains to women, is that women juggle a lot. There is a lot that women need to get done in any given day," Hobart said. "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."

The debut spot will be followed by eight 15-second vignettes. The effort runs from May through July. (The digital effort breaks May 3.) "Success for me would be if women watch this spot and see themselves in it," said Hobart. "And understand that we understand the choices they have to make every single day."

Dick's is hardly the only advertiser targeting this market. Under Armour has rolled out campaigns starring ballerina Misty Copeland and supermodel Gisele Bündchen. Ditto for Nike, which reports sales from its women's business are growing faster than men's.

CREDITS

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