Published 03-13-23
Submitted by DICK’S Sporting Goods
The campaign, based on the principles on which the company was founded, includes a 90-second brand anthem, a new partnership with the NCAA and a multimillion-dollar grant program from The DICK’S Sporting Goods Foundation in honor of the company’s 75th Anniversary
PITTSBURGH, March 13, 2023 /CSRwire/ – DICK’S Sporting Goods (NYSE: DKS) launched its largest brand campaign to-date – “Sports Change Lives” – to celebrate the principles on which the company was founded.
“Since DICK’S was founded 75 years ago, we have believed sports have the power to change lives. Whether it’s the friendships made in youth soccer, a coach who became a mentor, or a morning run that puts everything into perspective, the impacts of these experiences are what this campaign is all about,” said Ed Plummer, Senior Vice President and Chief Marketing Officer at DICK’S Sporting Goods. “Our 75th anniversary is a great opportunity to focus even more of our efforts on the communities and youth sports programs where we can make a lasting impact.”
The major components of “Sports Change Lives” are:
- A new marketing campaign that highlights – through a new 90-second brand anthem – the positive impact sports participation has on individuals’ character, friendships, physical and mental health, academic achievement, and more broadly the ability of sport to bring together and inspire communities and the next generation of athletes. There will also be a second expression of the campaign featuring nine sport-specific 15-second spots. The marketing and media elements of the “Sports Change Lives” campaign were developed by Arts & Letters Creative Co in their first work for DICK’S.
- Becoming the official sporting goods retail partner of the NCAA® and all 90 of its Men’s and Women’s Championships. The partnership will include exclusive category sponsorship rights