Dick’s Sporting Goods Celebrates Moms, Our First Coaches

The retailer is positioning itself as a champion of female athletes

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On Sunday, Dick’s Sporting Goods will begin airing a 60-second spot showcasing its female executives as mothers, coaches and cheerleaders while their kids practice soccer, baseball, ballet and swimming.

It’s a Mother’s Day ad, to be sure, but it also reflects the retailer’s increased focus on championing women in its messaging.

Originally, the Mother’s Day ad aimed to highlight female leaders in their roles as moms. However, the direction changed when a cameraperson caught a moment between Aimee Watters—who is executive director of the Dick’s Sporting Goods Foundation, a non-profit that seeks to enable youth participation in sports—and her six-year-old son, who was nervous about playing soccer.

“They were able to take that little nugget and build it into the campaign that will be airing on Sunday,” Watters said.



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