Dick’s Sporting Goods
Telling a superior retail story without sounding superior.
Challenge
After opening stores across Houston, Dick’s Sporting Goods had a presence across Texas. But they also faced a large, long-established “hometown” competitor. Dick’s needed a way to clearly demonstrate their many competitive advantages without coming across as arrogant or mean-spirited.
Breakthrough
Since we knew we had a better story to tell, we decided to forego subtlety. We found a way to directly compare and contrast the two retailers without coming across as aggressive or boastful via a good-natured conversation between two sales associates from Dick’s and “Acme Sporting Goods.”
Results
Withheld at client request
Updating at the speed of retail.
As the business climate and competitive conditions changed, we quickly developed spots with more price- and savings-oriented messaging.
Reaching ungrupo importante.
ACME: What a beautiful bike!
DSG: Oh yeah, it’s a GT!
ACME: GT?
DSG: Yup. We have Mountain Bikes, BMX, and Road Bikes. The bikes of champions! And you guys, what do you have?
ACME: Nothing.
DSG: . . . super.
Buoyed by early success, Dick’s Sporting Goods continued to grow its Texas market share and add stores across the Houston area. And, like every one of their commercials, these spots ended by showing the Dick’s logo featuring the tagline we developed nearly 20 years ago: Every Season Starts At Dick’s.