National Runners Month
National Runners Month
Client
DICK'S Sporting Goods
Year
2025
Running footwear commercial
Running footwear commercial
The Brief
National Runners Month is an annual marketing campaign by DICK'S Sporting Goods that highlights the sport and community of running. The challenge was to produce a commercial for the campaign that highlighted seven participating running footwear brands while connecting with runners, and positioning DICK'S as America's #1 running destination. My role here included art direction, video editing and motion design.
National Runners Month is an annual marketing campaign by DICK'S Sporting Goods that highlights the sport and community of running. The challenge was to produce a commercial for the campaign that highlighted seven participating running footwear brands while connecting with runners, and positioning DICK'S as America's #1 running destination. My role here included art direction, video editing and motion design.
Client
DICK'S Sporting Goods
DICK'S Sporting Goods
DICK'S Sporting Goods
DICK'S Sporting Goods
Industry
Footwear
Footwear
Footwear
Footwear
Service
Art Direction
Art Direction
Art Direction
Art Direction
Video Editing
Video Editing
Video Editing
Video Editing
Motion Graphics
Motion Graphics
Motion Graphics
Motion Graphics
Creative Ways In
The concept for the commercial was built around the "nod" gesture used by runners to greet each other while on their runs; an easily relatable visual for the target demographic. Seven runners (each wearing one of the participating brands) would encounter and greet each other with a nod in different run environments, transitioning from one setting to the next, and ultimately ending in a DICK'S Sporting Goods store.
The concept for the commercial was built around the "nod" gesture used by runners to greet each other while on their runs; an easily relatable visual for the target demographic. Seven runners (each wearing one of the participating brands) would encounter and greet each other with a nod in different run environments, transitioning from one setting to the next, and ultimately ending in a DICK'S Sporting Goods store.
Pre-production
Balancing the mutliple asks of the brief while satisfying all of the brands involved was tricky, so the spot was meticulously storyboarded and shot planned to outline every creative intent to stakeholders before diving deep into production planning. This later served as a detailed blueprint for aligning multiple teams like camera and wardrobe on set.
Balancing the mutliple asks of the brief while satisfying all of the brands involved was tricky, so the spot was meticulously storyboarded and shot planned to outline every creative intent to stakeholders before diving deep into production planning. This later served as a detailed blueprint for aligning multiple teams like camera and wardrobe on set.
Filming
St. Petersburg, Florida had everything needed to bring the concept to life: distinct running environments, a nearby flagship DICK'S House of Sport location, and nice weather. The combined crew of about 30 had two days to film scenes across four locations. Unique challenges included filming at a real DICK'S location, and the installation and use of a 26' x 12' poster trypic at the St. Pete pier as a backdrop for photo and video.
St. Petersburg, Florida had everything needed to bring the concept to life: distinct running environments, a nearby flagship DICK'S House of Sport location, and nice weather. The combined crew of about 30 had two days to film scenes across four locations. Unique challenges included filming at a real DICK'S location, and the installation and use of a 26' x 12' poster trypic at the St. Pete pier as a backdrop for photo and video.
Post-production
Transitions between scenes in the spot required careful planning for smooth execution in post-production, and that's where the thorough pre-production process really paid off. Scenes we designed to flow smoothly together, taking the viewer from one setting to the next with purposeful edits.
Transitions between scenes in the spot required careful planning for smooth execution in post-production, and that's where the thorough pre-production process really paid off. Scenes we designed to flow smoothly together, taking the viewer from one setting to the next with purposeful edits.
In-store Experience
Material produced for the hero commercial was used to dress an elevated in-store product showcase, known as the "Season Fashion Show", at select DICK'S House of Sport locations. Accompanying motion graphics and design elements helped tie the visuals of the commercial to the space, helping the campaign drive a full-funnel approach from social awareness placements to conversion tactics in the physical shopping experience.
Material produced for the hero commercial was used to dress an elevated in-store product showcase, known as the "Season Fashion Show", at select DICK'S House of Sport locations. Accompanying motion graphics and design elements helped tie the visuals of the commercial to the space, helping the campaign drive a full-funnel approach from social awareness placements to conversion tactics in the physical shopping experience.
Results
NRM 2025 successfully drove awareness for athletes shopping on the DICK'S site and in-stores, driving over 138.9M impressions across all tactics with an efficient $6.48 CPM that surpassed even the the most hopeful targets. Each participating brand's $160K investment saw a 5.6x media value return across all channels, and helped influence purchase desicions for running footwear at DICK's Sporting Goods.
NRM 2025 successfully drove awareness for athletes shopping on the DICK'S site and in-stores, driving over 138.9M impressions across all tactics with an efficient $6.48 CPM that surpassed even the the most hopeful targets. Each participating brand's $160K investment saw a 5.6x media value return across all channels, and helped influence purchase desicions for running footwear at DICK's Sporting Goods.
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Hoy Día
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Visual Identity
Graphic Design
Motion Graphics
Art Direction
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Visual Identity
Graphic Design
Motion Graphics
Art Direction
Hoy Día
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Visual Identity
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Hoy Día
Visual Identity
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ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design
ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design
ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design
ASICS Novablast 5
ASICS Novablast 5
ASICS Novablast 5
Creative Concept
Art Direction
Graphic Design