Dick's Sporting Goods launched a a new brand campaign. “Who Will You Be?” debut Mar. 4 on television and digital platforms during ESPN's College Basketball Championship Week.
“'Who Will You Be?' highlights the everyday decisions that athletes face and how the choices they make both reveal and shape their character,” said Lauren Hobart, senior vice president and chief marketing officer, Dick's Sporting Goods. “At Dick's, we believe that sports make people better. This next chapter in our brand story is rooted in this belief.”
A 60-second “Who Will You Be?” TV spot will debut today on ESPN, followed by twenty-four (24) unique 15-second spots that will run on television and digitally through the fall. Several of the 15-second spots will be featured during live streaming of March Madness coverage.
“These 15-second spots enable us to tell multiple stories,” said Hobart. “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 also be asking athletes “Who Will You Be?” through inspiring print and outdoor ad campaigns, social content and digital media integrations releasing throughout 2015. For more information, visit WhoWillYouBe.com.
