DICK'S Sporting Goods

Lauren Hobart - CMO
Ryan Eckel - VP, Brand
Kristen Garmey - Sr. Brand Producer
Frank Igrec - Director, Brand

Anomaly *Lead Agency

Richard Mulder, Founding Partner
Jason Deland, Founding Partner
Mike Byrne, Founding Partner
Seth Jacobs, Creative Director
Damien Reid, Business Director
Ji You, Account Supervisor

As the largest sporting goods retailer, DICK'S Sporting Good's business was outgrowing its brand. It needed to become a brand itself and create a powerful emotional connection with athletes. We sought to brand the feeling of these athletes who truly find joy in sport and relish in the constant drive to improve their game by focusing on their mind, body and equipment. Our brand campaign defined those moments in sport, when mind, body and equipment come together as "untouchable," increasing awareness and marketing-driven sales.