Dick’s Sporting Goods spotlights company’s female leadership in new campaign

Dick’s Sporting Goods is celebrating Women's History Month with a new advertising campaign that showcases the women who help lead the company's efforts to ensure that girls and women receive the opportunities they deserve -- both on and off the field of play.

The retailer said that the goal of its new campaign,  Inside Moves, is to reach female consumers and establish their connection to the female leaders at Dick’s in order to affirm that Dick’s is a company that will fight to champion women and address their concerns and needs. The Dick’s leaders highlighted in are campaign, in order of appearance, are:

•    Julie Lodge-Jarrett, chief people officer;
•    Carrie Guffey, senior VP, merchandising;
•    Nina Barjesteh, senior VP, product development;
•    Melissa Christian, VP, marketing; 
•    Toni Roeller, senior VP, store environment;
•    Kim Walker, senior director, visual merchandising;
•    Aimee Watters, executive director, Dick’s Sporting Goods Foundation; and
•    Lauren Hobart, president & CEO.

The campaign was developed by creative agency, Badger & Winters. 

So far in 2021, Dick’s has made several efforts to champion women, while highlighting the importance youth sports play in the lives of girls including:
•    A commitment by its foundation to donate 100,000 DSG Brand sports bras over the next 18 months to under-resourced female athletes across the country. 
•    The formation of the company's first-ever Girls' Power Panel for girls ages 13-17 with the goal of giving a younger generation of females a voice to provide general insights on sports issues and input on product offerings. 
•    A National Girls & Women in Sports Day social challenge, #StrongerWithSports, aimed at showcasing the strength girls and women gain by participating in sports 
•    The launch of the second annual Brooks Running "Empower Her" collection. The product line is currently available in Dick’s stores nationwide and online at dicks.com.

"While the campaign focuses on several of the women on our leadership team, I can tell you that our entire company is all in on supporting girls and women in all walks of life," said Hobart. "Along with our partners, we will work tirelessly to ensure that we have the products and programs that speak to current and future female athletes."

Moving forward, the company will continue to support these efforts through increased product assortment, in-store programs, a series of marketing initiatives and product donations.

This new campaign and 2021 initiatives follow the Company's actions taken in 2020, when The Dick's Sporting Goods Foundation provided a $5 million grant to the U.S. Soccer Foundation's United for Girls initiative, began a partnership with USA Softball, expanded women's offerings in-store and online and launched a marketing campaign celebrating the power of the sports bra.