Richard Quigley

Inside Moves

Spring 2021

The idea

We’re pulling back the curtain on our hero women as they build a place for themselves at Dick’s Sporting Goods. Our heroes speak directly to the consumer to show how they stand up for her every day, while the visuals illustrate a tangible link between our heroes’ leadership and our consumers’ lives.

The execution
Through a series of vignettes peppered with moments of heightened reality, we spotlight our heroes in a way that really feels actionable, and show how each woman’s role at DSG directly activates the consumer. Although this isn’t an athletic spot, it has the same energy, momentum, and powerful attitude. With Lauren Hobart as the VO, she is the empowering leader behind this all-star team.

e.l.f. quip Dick’s Sporting Goods Global Brands Group Carolina Lemke Poems About Home.