This Ad for Dick's Sporting Goods Caters to Fitness-Minded Women

By: Katherine Pendrill - Mar 15, 2016
References: & adweek
This past summer, Dick's Sporting Goods revealed its first ad specifically aimed at fitness-minded women. Unlike previously ad campaigns, this commercial focuses on how the brand serves and empowers women to achieve their fitness goals.

The ad is called 'Choices: Who Will You Be?' and it is designed to promote the company's line of women's activewear. However, instead of focusing on the clothes, the ad showcases the women themselves and how they incorporate fitness into their busy lives. The ad is meant to appeal to the brand's growing segment of fitness-mined women who make exercise a priority.

Instead of promoting new products, the ad offers a narrative about the challenges women face fitting fitness into their routine and how Dick's Sporting Goods can help them in their journey.