Daily Insights

Dick’s Levels the Playing Field

By: Mackenzie Baker | Mar 05, 2020

Dick’s Sporting Goods is using the history of sports fashion for its latest campaign. 

Dick’s will be honing in on women’s athletic wear following its 2020 Women’s Initiative program announcement in which the company pledged to redesign stores to make room for more women and girls’ products. Because many products for girls are often unisex or of the “shrink-it-and-pink-it” variety, Dick’s is adding a wider selection of female-focused products to its name brand line, DSG, as well as it’s Calia by Carrie Underwood line. A Gartner report found that to best target women, brands have to prioritize product merchandising—particularly on digital and mobile sites—as Dick’s plans to do with its latest initiative. 

To help promote the new initiative, Dick’s has released an inspiring video ad featuring women’s athleticwear and narrated by soccer star Brandi Chastain. Chastain became famous in 1999 after beating China in the World Cup finals, where she celebrated by taking off her jersey and running around in her sports bra. Dick’s ad includes this celebratory moment while walking viewers through the history of sports bras and how they’ve changed women’s athletics since being invented in 1977. In addition to Dick’s ad and intertwined product collection, the brand has also pledged a three-year, $5 million grant to the U.S. Soccer Foundation to engage 100,000 girls as well as sponsoring USA Softball. 

Dick’s is implementing a female-focused lens to its ad campaign and product lines that could allow the brand to engage with women athletes across the country and at any age.