Capitalizing on the “athleisure” trend, where customers — particularly women — are wearing athletic wear as fashion, Dick’s Sporting Goods (Pittsburgh) is preparing to debut its first marketing campaign aimed at the female shopper, according to AdWeek. The campaign, titled, “Who Will You Be?” will launch with a commercial depicting women attempting to juggle their busy lives and meet their fitness goals.
According to AdWeek, the campaign is an acknowledgement that women now make half of all sporting goods purchases. Under Armour recently unveiled similar campaigns featuring ballerina Misty Copeland and supermodel Gisele Bündchen. The growth of athletic retail brands aimed at women in recent years, such as Lululemon and Gap’s Athleta have pushed traditional sporting goods retailers like Dick’s to expand their women’s categories. Dick’s says it is in the process of expanding floor space devoted to women's athletic wear across all of its 600 U.S. stores.