Dick’s Sporting Goods, Nike, All-Star Athletes Show How ‘Sports Change Lives’
Tuesday, June 6, 2023 at 07:27PM By Barry Janoff
June 6, 2023: National retailer Dick’s Sporting Goods today unveiled the second phase of its "Sports Change Lives" campaign – this time in partnership with Nike – calling it “the first time the two have joined forces on an ad campaign of this caliber.”
In March, to celebrate its 75th anniversary, Dick’s launched "Sports Change Lives" — its “largest brand campaign to-date — to celebrate the principles on which the company was founded: Our 75th anniversary is a great opportunity to focus even more of our efforts on the communities and youth sports programs where we can make a lasting impact."
This second phase consists of personal stories from ten Nike and Jordan Brand athletes who spotlight the ways sports have changed their lives.
The athletes include Davante Adams (NFL Las Vegas Raiders), Carmelo Anthony (just-retired NBA veteran), Najee Harris (NFL Pittsburgh Steelers), Sabrina Ionescu (WNBA New York Liberty), Tatyana McFadden (20-time Paralympic medalist), Alex Morgan (USWNT, NWSL San Diego Wave), Athing Mu (Track and Field), Mike Trout (MLB Los Angeles Angels), DJ Wagner (top-rated prep hoops player) and A'Ja Wilson (WNBA Las Vegas Aces).
"This series takes an authentic, personal look at how sports have changed the lives of some of the world's top athletes, from cultivating community to unlocking confidence," Emily Silver, Dick’s CMO, said via the Pittsburgh, PA-based company.
"As viewers watch these Nike and Jordan athlete stories, we hope they are reminded of the positive impact sports can have on anyone's life and feel inspired to engage in sports."
The athletes will each appear in multi-media marketing under the "Sports Change Lives,” each describing how sports has impacted them.
Breaking this week are "Carmelo Anthony: Courts Change Character," "Sabrina Ionescu: Determination Changes Destiny" and "Mike Trout: Outlooks Change Outcomes."
They will be followed by the other athletes in the coming weeks.
Dick’s and Nike said that "to provide more youth athletes from all communities greater access to play, each athlete will choose a youth sports organization to nominate for a $75,000 '75for75'" Sports Matter Grant that meets The Dick’s Sporting Goods Foundation's criteria.”
As part of The Dick’s Foundation's "75for75" Sports Matter Grant Program, "75for75" will distribute more than $5.6 million in 2023.
"Together with Dick’s, we are on a mission to champion and inspire athletes of all levels," Chris Jones, vp-North America Nike Marketplace Partners, said via the brand.
"Our shared commitment to making a positive impact extends beyond the game, and together we can make a difference in the lives of all athletes."
According to Carmelo Anthony via Dick’s “I hope that young people watching this campaign feel inspired and encouraged to go out and accomplish whatever goal they set for themselves.”
“The change isn't immediate, it takes time, and though it's a tremendous journey, with perseverance and the willingness to learn you can achieve great things. The most valuable lesson I learned during my time in the rec-centers was how to stand tall, believe in myself, and stand strong to my beliefs."
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