Dick's Focus On Athletes Is Up-Close, Personal In 'Who WIll You Be?' Campaign

By Barry Janoff

March 6, 2015: Sporting goods retailer Dick's Sporting Goods is roaring into March and its ensuing madness with a new brand campaign, "Who Will You Be?"

The effort is intended not just to drive traffic to its stores but also to support Dick's position as presenting sponsor for ESPN's College Basketball Championship Week, its new alliance with the U.S. Olympic Committee and to put a spotlight on how young athletes are motivated.

The effort is anchored by a 60-second umbrella commercial, "Who Will You Be?" and supported by 24 unique 15-second spots. The long spot and its shorter siblings — all housed on a dedicated Web site — will run on TV and digitally during the NCAA Men's and Women's Div. I Basketball Tournaments and then through the fall.

"'Who Will You Be?' highlights the everyday decisions that athletes face and how the choices they make both reveal and shape their character," Lauren Hobart, svp/CMO for Dick's Sporting Goods, said in a statement. "At Dick's, we believe that sports make people better. This next chapter in our brand story is rooted in this belief."

Last month, Dick's Sporting Goods unveiled a multi-year alliance to become the "official sporting goods retail sponsor to the USOC and Team USA. The pact will see Dick's offer U.S. Olympic and Paralympic team hopefuls the opportunity to work at Dick's in a flex scheduled to accommodate their training schedules.

The long-form umbrella ads shows athletes training or participating in various sports. The shorter versions focus on individual stories.

Among the 15-second spots: "Soft Toss" (high school and college baseball), "7th Inning" (women's baseball) Stickwork (lacrosse), "The One" (a Little Leaguer goes to buy a bat, imagining which one can help him to be like his big league heroes), "King of the Court "(guys playing hoops in a schoolyard), "First Drop" (a young girl on a skateboard) and "Practice Swing" (a guy works over and over to perfect his golf swing).

In "Trophy Case," which works to bookend the other shorter ads, a kid is seen looking at a wall-length showcase filled with trophies from all sports.

According to Hobart, "These 15-second spots enable us to tell multiple stories. Each 15-second story is a glimpse into the subconscious of different athletes in moments both big and small. Some of these moments will speak to very specific audiences; however, we hope this campaign as a whole will touch everyone who has ever pushed themselves to be better."

Dick's will carry the "Who Will You Be?" campaign to print, outdoor, Internet and social media, with new integrations to be released throughout the year.

Regarding the retailer's alliance with the USOC, Hobart said, “At Dick's, we believe in the spirit of athletes and the power of their dreams. We plan to be there to support the athletes who need it most, in a way that no other sporting goods retailer possibly can.”

The Pittsburgh-based company in February reported net sales for the 52 weeks ended Jan. 31, 2015 increased 9.7% from last year's period to $6.8 billion due to the consolidated same store sales increase of 2.4% coupled with the opening of new stores. It has more than 600 locations nationwide.

Dick's Joins With USOC, Team USA

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