Dick’s debuts new ad campaign

The belief that sports make people better is the premise of a newly created ad campaign from Dick’s Sporting Goods which requires shoppers to contemplate their future.

The campaign aired March 6, with the introspective tagline, “Who Will You Be?” on television and via digital channels.

The campaign’s launch was timed to coincide with ESPN’s College Basketball Championship Week.

"'Who Will You Be?' highlights the everyday decisions that athletes face and how the choices they make both reveal and shape their character," said Lauren Hobart, Dick’s senior vice president and chief marketing officer. “At Dick’s, we believe that sports make people better. This next chapter in our brand story is rooted in this belief."

The campaign consists of a 60-second "Who Will You Be?" TV spot in addition to 24 unique 15-second spots that will run on television and digitally beginning in March through the fall. "These 15-second spots enable us to tell multiple stories. Each 15-second story is a glimpse into the subconscious of different athletes in moments both big and small,” Hobart said. “Some of these moments will speak to very specific audiences, however, we hope this campaign as a whole will touch everyone who has ever pushed themselves to be better."

The campaign also includes print, outdoor and social media components.