Dick's Goes Glossy

Dick's Sporting Goods recently distributed a glossy magazine promoting seasonal merchandise and featuring an assortment of co-branded copy and brand advertising. Dropped in early January, the magazine featured exclusive apparel from brands including The North Face, Under Armour, Columbia Sportswear and Callaway Golf. It was delivered as a newspaper insert in one quarter of Dick's' markets, according to Jeff Hennion, senior vice president and chief marketing officer.Included in the folio were advertorials, such as one from The North Face that promoted seasonal apparel by describing real-life outdoor excursions. The magazine also promoted the chain's loyalty program and its co-branded MasterCard with rewards offers. In past years, the chain has distibuted a similar magazine to members of its loyalty program by direct mail, Hennion said.In other activity, Dick's announced an agreement with ABC/ESPN for naming rights to the network's broadcasts of Major League Soccer and United States Soccer games on ABC. ESPN content is currently played on Dick's in-store TVs. The retailer also garnered naming rights to the future home of MLS's Colorado Rapids in Commerce City, CO.The chain recently began running TV spots on ESPN and the Golf Channel to promote an exclusive line of Slazenger Raw Distance golf balls. Developed in-house, the 30-second spot features The Sopranos star Steve Schirippa. In-store support includes signage and upfront displays.Elsewhere, the chain was presenting sponsor of an "ESPN the Weekend" sweepstakes awarding a trip to Walt Disney World Resort in Orlando, FL. Support included stanchion signs and circular features. The sweeps began Dec. 1, 2006 and ended Jan. 15. Entry was on a promotional web site.Dick's Sporting Goods, Pittsburgh, operates 294 stores in 34 states (as of Oct. 28, 2006). The company reported $708.3 million in sales for third-quarter 2006 (ended 10/28/06), a 22% increase compared with the prior year. Comparable-store sales increased 8.9%. The company opened 26 stores during the quarter and also entered into an agreement to acquire Golf Galaxy, a chain that operates 61 stores in 24 states. The deal closed this month.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Dick’s Sporting Goods’ Resale Events Return

In-Store Experience: BJ’s Wholesale Club