See the Spot: Dick's Asks 'Who Will You Be?'
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Dick’s Sporting Goods is tapping into the minds of amateur athletes in a new brand effort that launches this week, asking the question: “Who Will You Be?”
The push, created by Anomaly, builds on Dick’s “Untouchable” campaign, which launched in 2012 in order to better define the sporting-goods retailer for consumers. It aimed to forge a more emotional connection with customers who primarily viewed Dick’s as a destination for equipment and products. The new effort, called “Who Will You Be?” goes a step further by delving into the minds of athletes.
“Our company strongly believes, at its core, that sports make people better,” said CMO Lauren Hobart. “This specific campaign really dives deep into that belief. We’re going to show all of the moments and choices that make an athlete who they are.”
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