• by Richard Whitman , Columnist, March 10, 2023

Dick’s Sporting Goods, celebrating its 75th anniversary this year, has launched its first brand campaign in a decade. The new effort showcases the power of sports to change lives—particularly young people-- and communities.

The creative work was handled by agency Arts & Letter Creative Co.

The campaign is timed to March Madness and aligns with the firm’s new official sponsorship deal (official retail sporting goods partner) with the NCAA.  

As part of the effort to recognize its 75th anniversary, Dick’s has launched a new grant program called 75for75, which will distribute 75 grants of 75,000 each to under-resourced youth sports programs totaling more than $5.6 million this year.

The company is also renewing a couple of partnerships to provide additional resources to local youth sports organizations around the country.

Sample the creative work here.

"Since DICK'S was founded 75 years ago, we have believed sports have the power to change lives,” stated company CMO Ed Plumber. “Whether it's the friendships made in youth soccer, a coach who became a mentor, or a morning run that puts everything into perspective, the impacts of these experiences are what this campaign is all about."