Creative Brief
The target audience for this campaign is Gen Z consumers between the ages of 18 and 30, particularly those who attend cultural and sporting events such as music festivals and international sporting competitions. This audience is highly engaged with sneaker culture, limited drops, and streetwear. They are also extremely active on social media platforms like Instagram and TikTok, where trends and product releases spread quickly through influencers and digital communities.
The advertising will have multiple placements across social media, print, and out-of-home to reach this audience where they spend most of their time. Digital placements will include Instagram and TikTok, which are primary platforms for brand engagement. Out-of-home advertising will include billboards in major cities and around large events, where foot traffic from concerts and sporting events is high. In print, the ad will appear in Complex Magazine, which has a strong reputation among youth and sneaker culture communities.
The goal of the campaign is both to improve the image and to increase product sales. While Dick’s Sporting Goods is known as a major sporting goods retailer, it is not always seen as culturally relevant within the sneaker culture. This campaign would aim to shift that perception by positioning the brand as a destination for exclusive sneaker drops and culturally relevant experiences.
Currently, the brand is perceived as a traditional sporting goods retailer that focuses on equipment and apparel. The desired perception is for the brand to feel more connected to Gen Z culture, event-driven experiences, and sneaker drops.
This advertising is needed in order to support the launch of the sneaker truck activation and help reposition the brand following its Foot Locker acquisition. The goal is to generate excitement, drive sales, and build long-term loyalty among younger consumers.
OOH AD CONCEPT
Tagline:
Catch the Drop
This campaign would use out-of-home billboards. They would be placed in strategic locations leading up to the sneaker truck activation. The first phase of the billboards would begin about five weeks before the launch. These billboards would be placed along major highways and busy city intersections to start building anticipation and awareness among Gen Z audiences. As concerts and sporting events approach, the second phase would place these billboards directly outside the event venues where the sneaker truck will appear. This will ensure the message is one of the first things attendees see as they arrive.
In print, the advertisement would be placed in Complex Magazine. This magazine is highly aligned with Gen Z audiences and sneaker culture. This placement allows the campaign to reach consumers who are already in the know with streetwear, limited drops, and cultural trends. The thinking behind this placement is that Complex works as a trusted source within the sneaker community, which makes it an effective platform to build credibility and cultural relevance for Dick’s Sporting Goods as it enters the sneaker culture space.
The tagline for these billboards would be “Catch the Drop,” and it connects directly to sneaker culture, where a “drop” refers to a limited release. The phrase is also intended to create a sense of urgency to “catch the drop” before the sneakers sell out. Lastly, because the billboard messaging needs to be processed quickly by drivers, pedestrians, and event attendees, the wording is intentionally direct and short. It is meant to create curiosity and excitement, which emphasizes the limited and exclusive nature of the activation.