Dick’s Sporting Goods Rebranding

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Every New Positioning Starts Right Here.

After our first decade of working with Dick’s Sporting Goods, they were on a serious winning streak, with 125 stores and $1 billion in sales. But, like any champion, they weren’t content. They wanted to be number one.

We knew achieving that goal meant Dick’s would need to be in the consideration set every time anyone wanted to make a sporting goods purchase. So Martino Flynn recommended a strategy that would position Dick’s as the true year-round, one-stop shopping experience for every athlete, no matter what their sport, no matter what their age, no matter what their level of participation. The result? “Every Season Starts At Dick’s.”

To launch this new positioning, we created a series of television commercials that were not only visually compelling, but also extremely adaptable. The resulting “Before” campaign was able to drive customers to Dick’s during a range of seasons and key promotional events—all with minimal additional production.

Today, with over 300 stores and more than $3 billion in sales, Dick’s Sporting Goods is America’s largest sporting goods retail chain. And all of their marketing and advertising continues to carry the words: “Every Season Starts At Dick’s.”

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Martino Flynn is a full-service advertising, public relations, and digital media agency serving business-to-business, business-to-consumer, not-for-profit, and retail clients. Located in upstate New York, Martino Flynn is a member of The Public Relations Society of America (PRSA), as well as thenetworkone and the Marketing and Advertising Global Network (MAGNET). ©2013 Martino Flynn, LLC