Dick's Sporting Goods
Reviving a Retail brand
The Ask: Revive a retail brand that has faded from its past glory and is struggling in the current market landscape.
Main Output: Repositioning + Rebrand + External Communications
Cultural Problem: Today, society has an elitist concept of sports- nothing is worth doing if you're not striving for the professional level and winning. This intense pressure has trickled down to all levels of sports, particularly youth sports, and has led to a number of children quitting before the age of 15.
Brand Problem: Dick's Sporting Goods tries to emulate its competitors in the sports retail space, but fails to capture the same elitist target.
Insight: The brand is seen as being for the casual player or amateur, not the elite or professional.
Old Target: The "Pauls" of the world, the parents pushing kids to their limits and insisting that they will turn pro. They view Dick's Sporting Goods as not being good enough to shop at, and would rather go to a specialty shop.
Approach: "Hear the Haters"
New Target: Parents of kids 15 and younger, effectively teaching the new generation of kids to love the sport for the fun of the game before they have the chance to burn out.
Objective: Redefine Dick's definition of success in sports from goal-oriented (winning) to journey-oriented (finding a love for the game).
Strategy: Leverage the perceived weakness of the brand and reposition it as a strength. Refocus the meaning of sports to be about connecting over fun and games.
Tagline: For the Love of the Game
The creative campaign reinforces the brand promise by reminding parents of a time when the competition wasn't always on people's minds.