Dive Brief:
- Dick’s Sporting Goods is targeting active women who often wear athletic apparel with a new ad campaign.
- Titled “Choices: Who Will You Be?,” the new :60 spot debuts May 15 on cable nets such as E!, ESPN, and Bravo, and will be followed by eight additional :15 treatments.
- Dick’s is also expanding its women’s apparel sections at its more than 600 stores in the United States.
Dive Insight:
Women make up more than half of sporting-goods shoppers, according to Dick’s Sporting Goods, and that’s why the chain is targeting them with a new series of ads. The first, “Choices: Who Will You Be?” shows a variety of women choosing to meet their fitness goals while montioring other responsibilities, such as a young mother on a treadmill with a baby monitor.
Recognizing that active women wear workout gear every day, the 600-store chain is simultaneously expanding its selection of women’s attire. Fitness brands Under Armour and Nike, which Dick's stocks, have also rolled out ads recently to target the growing female market. “Who will you be? Every run. Every workout. Every day. Every choice. Every season starts at Dick’s Sporting Goods,” the ad says.
