Hasta La Creative!

For a group of kids in Harlem, lacrosse has become a lifestyle.

Depicted in two new national spots from Dick’s Sporting Goods set to premiere on Wednesday, the Harlem lacrosse team has become the latest beneficiary of the retailer’s program, Sports Matter.

In 2014, the program began as an effort to promote awareness and funds for youth sports in the U.S. In it’s second year, Dick’s, along with agency Anomaly, elected to continue to focus on stories about youth sports teams that were facing potential cuts to their funding. In its first year, Sports Matter raised approximately $4 million to benefit 184 teams.

Continue reading at AdAge.com