Dick’s Sporting Goods had finally negotiated with their brands to get some of the hottest lifestyle sneaker releases of the seasons. No longer were hot sneakers being sought solely by the city elite, the suburbs were clamoring for them too. And they were looking to create content around it, mainly online and social, where the sneaker audience spends their time.

We positioned the offering as part of your ‘rotation’. Sought after shoes you could add to your sneaker rotation. And because of the audience we were able to push the art direction to be significantly cooler and editorial than Dick’s had shown in the past. The models were significantly cooler and the styling was intentionally sports leaning but with other pieces mixed in. The result was something cool and unexpected from Dick’s Sporting Goods, and the sneaker crowd loved it.