Dick's debuts ad campaign targeting women

Dick's Sporting Goods is targeting fitness-minded women with an all-new video campaign.

The retailer has begun airing eight 15-second commercial spots and one 60-second spot on sites such as Hulu, ESPN and ESPNW, and on May 15, the commercials will debut on TV. The company says these ads are the first to target women specifically under Dick's Sporting Goods’ broader “Who Will You Be?” campaign, which launched in March.

The company says “Who Will You Be?” highlights the everyday decisions that athletes face and how the choices they make both reveal and shape their character. The campaign for women features specific vignettes that hone in on the choices and challenges women face day to day – whether it be to press snooze on the alarm or wake up and conquer a workout or to push forward another mile to cross the finish line or throw the towel in early.

This campaign recognizes the fact that women juggle a lot every day, so making the choice to work out – the choice to fit in fitness – is a challenging choice for people, the company says. Women need to find the time, and when they do, it’s worth it. This campaign celebrates those decisions, and celebrates people for making them, the company says.

To see the ads from the campaign, click here.