DICK’S — Miss America
Going into the Tokyo Olympics, Dick’s Sporting Goods wanted to make a splash. And they wanted to continue their commitment of prioritizing women in their advertising.
We were inspired by the diversity, strength and beauty of the female athletes that come in our stores and who compete at the highest level of sport. We sought to redefine the antiquated definition of femininity and beauty.
The idea was to juxtapose the outdated lyrics of Bernie Wayne’s “There she is, Miss America”, a song synonymous with the Miss America pageant, with footage of our powerful female athletes. Redefining what an “all-American face and form” and “your ideal” mean to our modern society. That beauty is in passion, determination and strength.
Directed by Emily Maye
Cinematography by Dustin Miller
Created with Liz Delp, Haley Buchner, Kelsey Fritz, Jeremy Straight & Jenn Pennington
Vogue September Issue
We continued our message in print, creating an 8-page spread in the Vogue September Issue. A specific issue of the magazine focused on defining standards of beauty and style for the rest of the year.
Here we again juxtaposed the antiquated lyrics of the song through sheet music graphics with the imagery of our incredible female athletes displaying their strength, grace and passion.
And we continued on social with the juxtaposition of the lyrics and our imagery. But here we focused on telling individual stories of our athletes.
Additional photography by Coty Tarr
