Dick’s is expanding its holiday marketing efforts with a Texas-centric push featuring top athletes with close ties to the state, including gymnast Simone Biles, Dallas Cowboys quarterback Dak Prescott, San Antonio Spurs point guard Chris Paul and college quarterback Quinn Ewers. Each athlete was charged with decorating their local store in a novel style for the title of Dick’s holiday decorating officer. Decorations are on display until the top of the 12 months. Participants may even receive a $100,000 Sports Matter grant to award to the local sport organizations of their selection, in keeping with a press release.
Dick’s earlier this month launched a national ad campaign featuring the Watt family recreating classic holiday movies. That campaign puts a special emphasis on Dick’s website for last-minute gift shopping. The chain extending its holiday blitz follows one other strong financial period. Comparable sales grew 4.2% 12 months over 12 months in Q3, contrasting with retail rivals which have grappled with consumer price sensitivity.
The recent decorations-themed effort was developed in partnership with Bolded, the brand new branded content division from OBB Media. The in-store displays are intended to drive store traffic and social media buzz in the course of the spending season. The displays could be seen in Dick’s stores in Texas cities Dallas, Houston, San Antonio and Austin. The campaign also includes 30- and 60-second ads. While TV and radio commercials shall be local to the 4 cities, social media and the high-profile nature of each athlete could help extend the campaign beyond Texas.
Kicking off the campaign is a brief video featuring each athlete giving peeks into their designs, together with a cameo from actor and Texas native Matthew McConaughey. Each design is reflective of the chosen athlete, similar to gold accents to have a good time Biles’s medals.
While a national chain, Dick’s has sharpened a give attention to the Lone Star State. In October, the sporting goods chain began construction on an 800,000 square-foot regional distribution center in Fort Worth, Texas. The facility is supposed to support the chain’s sales gains.
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