Dick’s Launches 1st Ad Targeting Females

Women’s activewear has seen a major booming, Dick’s Sporting Goods is prepping its first ad campaign aimed directly at fitness-minded women.

This is Dick’s first ad to target women specifically in the retailer’s broader “Who Will You Be?” campaign that launched in March.

In the 60 second ad, women must juggle their busy lives to meet their fitness goals. A young mom jogs on a treadmill while listening to her baby monitor. In another scenario,  a mom jogs to pick up her son at grammar school rather than driving there.

Women make up half of their customers, so its no brainer that they are expanding  floor space devoted to women’s attire across its 600-plus U.S. stores, which generate over $6 billion in total sales.

Source: Dicks Sporting Goods