Role

Associate Planner

Overview

As DICK'S Sporting Goods' social AOR, VMLY&R works with creative AOR Anomaly to transform DICK'S perception among Gen-Z athletes from an everyday sporting goods retailer to an active contributor to broader sports culture. 

Agency

VMLY&R

Target Audience

Enthusiast Athletes: High school athletes that live their sport 24/7, whether by improving on-the-field performance or immersing themselves in music, fashion or gaming. 

Baseball & Softball

Challenge

Create a campaign for both baseball and softball that shows Enthusiast Athletes and their parents that DICK'S authentically understands their passion and their game.

Strategy

Insight

Baseball and softball are sports that rely heavily on individual performance. Each player has moments where the team's success rides on his or her shoulder. When their moment comes, they need to feel ready. 

Ready to Own It

Idea

Baseball Season Starts Here

Softball Season Starts Here

Culture Downloads

DICK’S wide product portfolio—ranging from drivers to skate shoes to kayaks—challenges my team with connecting to a wide variety of subcultures. I put together several cultural downloads to allow for a deeper understanding of each subcultures and ease the frequent transition between niche audiences.

Streetwear Culture Thumbnail.001.jpeg

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Streetwear Download