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Dick’s Sporting Goods, with the help of Simone Biles, Dak Prescott, Chris Paul and Quinn Ewers, launches a holiday campaign produced in partnership with Bolded, OBB Media’s recently announced branded content division.
The Dick’s campaign is another way that brands are getting creative with how they reach consumers, besides the traditional commercials.
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The decorating challenge will run as 60- and 30-second broadcast commercials and digitally as 3-4 minute short episodes on Dicks.com, YouTube, streaming and social media.
“This campaign represents a new and creative way for brands to connect with audiences through community-driven content,” said OBB Media founder and CEO Michael D. Ratner. “The opportunity for Texas customers to see, touch, and experience the designs of their favorite athletes in Dick’s stores across the state after seeing it in the content distributed wide is what makes this 360-degree strategy so meaningful.
“We believe the most successful brands today are those who lead with their communities, which is why you can see that approach here and in so much of our other work.”
As part of the campaign, each athlete will receive a $100,000 Sports Matter grant to give to local youth sports organizations of their choice. The Dick’s Sporting Goods Foundation’s Sports Matter Program helps under-resourced organizations, schools and community teams provide opportunities for young athletes.
The shorts show off the decorating skills of each athlete as they festoon Dick’s stores in the Texas cities they call home: Olympic gold medalist and gymnastics icon Biles in Houston, Cowboys’ quarterback Prescott in Dallas, San Antonio spurs’ star Paul in his team’s home city and University of Texas QB Ewers, who gets an assist from UT alum and football fan Matthew McConaughey, in Austin. They are each trying to win the title of Dick’s Holiday Decorating Officer.
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“These in-store displays are interactive, fun, a great place for photos, and each has its own tie of sport into the holiday – whether it’s a gingerbread locker room, a chimney basketball game, or a vintage farm basketball hoop. We hope that these displays add some extra joy for our customers while they shop for everyone on their list. And we’re thrilled to be able to partner with our Foundation’s Sports Matter program to extend the holiday cheer to deserving local sports organizations,” said Kari DeGori, VP, local marketing and marketing capabilities at Dick’s Sporting Goods in a statement.
“I love competing, so taking part in this Texas holiday contest with some of the best athletes across sports was a lot of fun,” said Chris Paul in a statement. “We are all trying to win and become Dick’s Holiday Decorating Officer, but no matter what, we all win as we have the opportunity to give back to youth sports. Thank you to Dick’s for awarding a $100,000 Sports Matter grant to the Chris Paul Family Foundation.”

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Dick’s Sporting Goods Gets Creative With Holiday Marketing Campaign Starring Simone Biles, Chris Paul, Dak Prescott in Decorating Competition