DICK'S Sporting Goods Spreads Holiday Cheer Across Texas with Simone Biles, Dak Prescott, Chris Paul and Quinn Ewers

Rhea-AI Summary

DICK'S Sporting Goods (NYSE: DKS) launched a holiday campaign featuring sports stars Simone Biles, Dak Prescott, Chris Paul, and Quinn Ewers decorating stores across Texas. Each athlete will compete to create unique holiday displays in their respective cities' stores, incorporating elements that reflect their sport and local culture. As part of the initiative, DICK'S Sporting Goods Foundation will award $100,000 in Sports Matter grants to youth sports organizations chosen by each athlete. The campaign includes interactive in-store displays through year-end, broadcast commercials, and digital content across multiple platforms in Dallas, Houston, San Antonio, and Austin.

Positive

• Marketing initiative leveraging high-profile athletes to drive store traffic during holiday season
• Multi-channel campaign deployment across traditional and digital platforms
• Strategic regional focus on Texas market with localized content

Negative

• None.

Insights

Market Research Analyst

This marketing campaign represents a strategic move by DICK'S Sporting Goods to boost holiday sales and strengthen brand presence in Texas, a key market. The $100,000 grants per athlete, totaling $400,000, demonstrate smart brand investment by combining celebrity endorsements with community engagement.

The campaign's multi-channel approach across traditional and digital media, coupled with interactive in-store displays, should drive foot traffic during the important holiday shopping season. Partnering with high-profile local athletes like Simone Biles and Dak Prescott leverages regional appeal and sports culture to create emotional connections with customers.

However, while the campaign shows creative marketing execution, the financial impact is relatively modest given DKS's market cap and annual marketing budget. The initiative's primary value lies in brand building and local market penetration rather than immediate revenue generation.

The stars will battle it out for the best holiday decorations for a good cause: $100K in youth sports grants

PITTSBURGH, Nov. 22, 2024 /PRNewswire/ -- Today, DICK'S Sporting Goods (NYSE: DKS) launched a Texas-sized holiday celebration with a new campaign featuring sports icons Simone Biles, Dak Prescott, Chris Paul and Quinn Ewers.

Experience the full interactive Multichannel News Release here:
https://www.multivu.com/dicks_sporting_goods/9140954-en-dicks-sporting-goods-holiday-campaign-with-sports-icons 

In the new campaign, produced in partnership with Bolded, OBB Media's recently announced branded content division, these iconic athletes engage in a friendly competition that calls on their decorating skills, not their athletic skills, as they deck out DICK'S Sporting Goods stores in the Texas city they call home and try to earn the title of DICK'S Holiday Decorating Officer. From lights and wreaths to over-the-top displays, the athletes showcase the unique style of their city and their connection to it - gold accents in Houston to celebrate Simone's medals, a gingerbread football locker room in Dallas for Dak the QB, 12-foot basketball tree for Chris in San Antonio and officially licensed Texas accents for Quinn, who received a little help from Matthew McConaughey, in Austin.

As part of this campaign, DICK'S Sporting Goods and The DICK'S Sporting Goods Foundation are continuing their commitment to communities through the Sports Matter program. Each athlete will receive a $100,000 Sports Matter grant to award to a local youth sports organization, or organizations, of their choosing, inspiring and supporting the next generation of athletes.

"We've had a blast getting ready for the holidays with Texas' most inspiring and entertaining sports icons," said Kari DeGori, VP Local Marketing and Marketing Capabilities at DICK'S Sporting Goods. "These in-store displays are interactive, fun, a great place for photos, and each has its own tie of sport into the holiday – whether it's a gingerbread locker room, a chimney basketball game, or a vintage farm basketball hoop. We hope that these displays add some extra joy for our customers while they shop for everyone on their list. And we're thrilled to be able to partner with our Foundation's Sports Matter program to extend the holiday cheer to deserving local sports organizations."

"I love competing, so taking part in this Texas holiday contest with some of the best athletes across sports was a lot of fun," said Chris Paul. "We are all trying to win and become DICK'S Holiday Decorating Officer, but no matter what, we all win as we have the opportunity to give back to youth sports. Thank you to DICK'S for awarding a $100,000 Sports Matter grant to the Chris Paul Family Foundation."

Texas residents can experience the campaign in-person at the below DICK'S Sporting Goods locations where the décor will be on display through the end of the year:

• Dallas: 2845 W University Dr., Denton TX 76201
• Houston: 18650 Gulf Freeway, Friendswood TX 77546
• San Antonio: 321 Northwest Loop 410, Suite 112, San Antonio TX 78216
• Austin: 5001 183A Toll Road, Suite N100, Cedar Park TX 78613

The featured campaign content showcases each athlete as they compete to build the best in-store décor and includes traditional :60s and :30s broadcast commercials, along with 3–4-minute short episodes chronicling each city and athlete's design. To view the content and get in the holiday spirit from anywhere, explore the campaign HERE.

This campaign will run across DICKS.com, YouTube, streaming and social media as well as broadcast on local TV, radio and other audio platforms in Dallas, Houston, San Antonio and Austin.

About DICK'S Sporting Goods
DICK'S Sporting Goods (NYSE: DKS) creates confidence and excitement by inspiring, supporting and personally equipping all athletes to achieve their dreams. Founded in 1948 and headquartered in Pittsburgh, the leading omnichannel retailer serves athletes and outdoor enthusiasts in more than 850 DICK'S Sporting Goods, Golf Galaxy, Public Lands, Going Going Gone! and Warehouse Sale stores, online, and through the DICK'S mobile app. DICK'S also owns and operates DICK'S House of Sport and Golf Galaxy Performance Center, as well as GameChanger, a youth sports mobile platform for live streaming, scheduling, communications and scorekeeping.

Driven by its belief that sports have the power to change lives, DICK'S has been a longtime champion for youth sports and, together with its Foundation, has donated millions of dollars to support under-resourced teams and athletes through the Sports Matter program and other community-based initiatives. Additional information about DICK'S business, corporate giving, sustainability efforts and employment opportunities can be found on dicks.com, investors.dicks.com, sportsmatter.org dickssportinggoods.jobs and on Instagram TikTok Facebook and X.

Media Contact
DICK'S Sporting Goods – press@dcsg.com

Category: Company

 

View original content:https://www.prnewswire.com/news-releases/dicks-sporting-goods-spreads-holiday-cheer-across-texas-with-simone-biles-dak-prescott-chris-paul-and-quinn-ewers-302314234.html

SOURCE DICK'S Sporting Goods

FAQ

What is DICK'S Sporting Goods (DKS) holiday campaign in Texas for 2024?

DICK'S launched a holiday campaign featuring athletes Simone Biles, Dak Prescott, Chris Paul, and Quinn Ewers decorating stores across Texas, with each athlete competing for the title of DICK'S Holiday Decorating Officer.

How much is DICK'S Sporting Goods (DKS) donating through the Sports Matter grants in Texas?

DICK'S is donating $100,000 in Sports Matter grants to each athlete's chosen youth sports organization(s), totaling $400,000 across Texas.

Where are the DKS decorated stores located in Texas?

The decorated stores are located in Denton (Dallas area), Friendswood (Houston area), San Antonio (Northwest Loop 410), and Cedar Park (Austin area).