Dick’s Sporting Goods Celebrates (USA) Mother’s Day 2021 With ‘Our First Coaches’ Campaign

Dick’s Sporting Goods launched a Mother’s Day 2021 campaign (9 May) championing women led by a spearheaded spot called ‘Our First Coaches’.

The campaign sees the retailer continue to position itself as a champion of female athletes and the hero 60-second commercial showcases its female executives as mothers, coaches and cheerleaders while their kids play soccer, baseball, ballet and swimming.

The ad, which was conceived and created by agency Badger & Winters, debuted on the brand’s social channels on 23 April and began airing on national television from 25 April when it aired on several networks including E!, Bravo, HGTV, Food Network, TBS, USA, A&E, Nickelodeon and CNBC.

Originally, the Mother’s Day spot set out to highlight female leaders in their roles as moms. But the direction changed when a camera operator caught a moment between Aimee Watters (Executive Director of the Dick’s Sporting Goods Foundation – a non-profit that seeks to enable youth participation in sports) and her six-year-old son who was nervous about playing soccer.

“They were able to take that little nugget and build it into the campaign that will be airing on Sunday,” explained Watters herself. “We became the narrative to share this story of all the women and what they were feeling with their own families and their own kids. I think it was grown out of an insight that we wanted to really show that we are a company that’s led by a lot of awesome female businesspeople and that we as female leaders are athletes, too, and we understand what a female athlete needs and wants. We can sympathize, empathize, think like you, be like you and we understand what you need.”

The campaign objective, according to the Dick’s, is to reach female consumers and establish their connection to the female leaders at Dick’s Sporting Goods in order to affirm that Dick’s is a brand and company that will fight to champion women and address their concerns and needs.

Comment: