DICK'S SPORTING GOODS

We were asked to rebrand Dick's Sporting Goods.

Dick's provides the basics, but in a hyper-competitive sporting environment, we've lost patience for the basics.

But every athlete at any level starts at the same place. Where all they have is a ball, and a love for the game.

 

 
 

The tone and style extends to packaging and in-store messaging.

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Using their existing rewards system, we look at individual purchasing habits  and send parents emails

with content specific to the sports they (and their kids) are interested in.

 
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The love of the game doesn't stop at the field, so we took it to other places where you can play.

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We re-thought the guidelines for Dick's employees, emphasizing their passion for sports to better help the customers.

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We also re-thought the return policy. If you buy a piece of equipment but find that you don't love the sport, you can get a full refund.

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We equipped Dick's Sports with a communication tool, The Huddle, which will connect community members over their love of sports.

Found both in-store and online, The Huddle is a place to find pick-up games, recreational leagues, and other ways to play the game you love.

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We partnered with ESPN to create the Dap Counter. With every display of good sportsmanship broadcasted, Dick's and the Worldwide Leader donate to Sports Matter, Dick's Sports' charity to support youth athletes.

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SQUAD:

Art Director: Mike Rodriguez

Experience Designer: Kelly Prudente

Strategist: Carole Trickey

Creative Brand Manager: Rachel Cohen