# Female-Targeted Sports Ads This Ad for Dick's Sporting Goods Caters to Fitness-Minded Women By Katherine Pendrill | Published 2016-03-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fitnessminded-women References: [adweek](http://www.adweek.com/news/advertising-branding/ad-day-dicks-sporting-goods-goes-extra-mile-its-first-campaign-women-164418) & [youtu.be](https://youtu.be/Mf0_G1FS0l4) This past summer, [Dick's Sporting Goods](https://www.trendhunter.com/trends/dicks-sporting-goods1) 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. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 16% | Activity: 51% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Female Fitness Empowerment:** The trend of creating ads that empower women in their fitness journey presents opportunities for brands to cater to this growing segment by offering supportive and inclusive products and services. - **Narrative-driven Advertising:** Using storytelling and relatable narratives in ads allows brands to connect with consumers on a deeper level, fostering a sense of authenticity and emotional connection. - **Targeting Fitness-minded Women:** The focus on creating ads targeted specifically at fitness-minded women opens up opportunities for brands to tailor their marketing strategies and product offerings to this specific audience. ### Sectors Adopting This - **Sporting Goods:** The sporting goods industry can capitalize on the trend of targeting fitness-minded women by developing and promoting a wide range of women's activewear and fitness accessories. - **Advertising:** The advertising industry can leverage the trend of narrative-driven ads to create engaging and relatable campaigns that resonate with consumers and drive brand loyalty. - **Fitness and Wellness:** The fitness and wellness industry can tap into the trend of female fitness empowerment by offering specialized programs, classes, and services that cater specifically to women's fitness needs and goals. ## Related on Trend Hunter - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Empowering Body-Confidence Sports Ads](https://www.trendhunter.com/trends/doves-2024-super-bowl.md) - [Performance Athleisure Collections](https://www.trendhunter.com/trends/calia.md) - [Performance-Focused Athleisure Wear](https://www.trendhunter.com/trends/dicks-sporting-goods-1.md) - [Retailer-Focused Athletic Collaborations](https://www.trendhunter.com/trends/dicks-sporting-goods1.md) - [Wellness-Promoting Employee Initiatives](https://www.trendhunter.com/trends/summer-of-sport.md) - [Women-Focused Sports Stores](https://www.trendhunter.com/trends/the-womens-sports-store.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md)