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. An elevated in-store product showcase, known as the "Season Fashion Show", at select DICK'S House of Sport locations was dressed with additional footage and motion graphics assets designed specifically for the space.
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. An elevated in-store product showcase, known as the "Season Fashion Show", at select DICK'S House of Sport locations was dressed with additional footage and motion graphics assets designed specifically for the space.
Studio Shoot
A mini set was designed for gathering additional off-model product superiority shots. The campaign's graphics assets were leveraged as stickers, posters and flyers for dressing a mock concrete platform upon which the footwear was styled. Plate shots gathered on location were projected on an LED background and used as lighting reference to help visually unify the photos with the footage from the hero spot.
A mini set was designed for gathering additional off-model product superiority shots. The campaign's graphics assets were leveraged as stickers, posters and flyers for dressing a mock concrete platform upon which the footwear was styled. Plate shots gathered on location were projected on an LED background and used as lighting reference to help visually unify the photos with the footage from the hero spot.
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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