DICK'S Sporting Goods
DICK'S Sporting Goods
National Runners Month 2026
National Runners Month 2026
National Runners Month 2026
Client
DICK'S Sporting Goods
2026
Running footwear commercial
Running footwear commercial
The Brief
National Runners Month, an annual marketing event by DICK'S Sporting Goods, highlights the sport and community of running. The creative challenge was to produce creative that highlights seven participating footwear brands in a way that connects with runners, while positioning DICK'S as their go-to retailer. My role here included concept design, art direction and video post-production.
National Runners Month, an annual marketing event by DICK'S Sporting Goods, highlights the sport and community of running. The creative challenge was to produce creative that highlights seven participating footwear brands in a way that connects with runners, while positioning DICK'S as their go-to retailer. My role here included concept design, art direction and video post-production.
Client
DICK'S Sporting Goods
DICK'S Sporting Goods
Industry
Footwear
Footwear
My Contributions
Concept Design
Concept Design
Art Direction
Art Direction
Video Post-production
Video Post-production
Motion Design
Motion Design
Creative Ways In
"Why do you run?" We put this question out there in early creative explorations, and found that while everyone has their own reasons for running, their common ground was their love for the community; run clubs are as much a social space as they are about the sport. Taking that insight into account, and leaning into the popularity of unpolished, lo-fi aesthetics in social media content, the idea was to take the viewer on a run with a run club through a city at night for an authentic portrayal of the sport's culture. For those new to this, it would give them a look into a community that's ready to embrace them. For those already in this world, it would be an "if you know, you know" moment that makes them feel seen.
"Why do you run?" We put this question out there in early creative explorations, and found that while everyone has their own reasons for running, their common ground was their love for the community; run clubs are as much a social space as they are about the sport. Taking that insight into account, and leaning into the popularity of unpolished, lo-fi aesthetics in social media content, the idea was to take the viewer on a run with a run club through a city at night for an authentic portrayal of the sport's culture. For those new to this, it would give them a look into a community that's ready to embrace them. For those already in this world, it would be an "if you know, you know" moment that makes them feel seen.
Pre-production
We wanted real runners for this to feel right; run club members who understood the subculture that we were trying to depict. We worked with our producers to cast the perfect talent, scout a route of locations for them to run through, and lock down some great meet-up spots for before and after the run. A series of storyboards and shot plans were made using generative AI tools for aligning everyone on the vision, and in collaboration with some great production partners, we developed a plan for bringing it to life.
We wanted real runners for this to feel right; run club members who understood the subculture that we were trying to depict. We worked with our producers to cast the perfect talent, scout a route of locations for them to run through, and lock down some great meet-up spots for before and after the run. A series of storyboards and shot plans were made using generative AI tools for aligning everyone on the vision, and in collaboration with some great production partners, we developed a plan for bringing it to life.
Filming at Night
We chose Austin, TX as our setting for its lively downtown with plenty of interesting features. Shooting at night was both liberating and challenging. Sun and sky conditions weren't variables to deal with this time around, but night life foot traffic, local business hours and flipping sleep schedules for a few days were things to contend with. Our camera team worked carefully to mimic on-camera flash lighting while staying flexible with the variety of ambient lighting in our surroundings. Our Director of Photography rode an electric skateboard to keep up with the runners through narrow or uneven paths.
We chose Austin, TX as our setting for its lively downtown with plenty of interesting features. Shooting at night was both liberating and challenging. Sun and sky conditions weren't variables to deal with this time around, but night life foot traffic, local business hours and flipping sleep schedules for a few days were things to contend with. Our camera team worked carefully to mimic on-camera flash lighting while staying flexible with the variety of ambient lighting in our surroundings. Our Director of Photography rode an electric skateboard to keep up with the runners through narrow or uneven paths.
Post-production
The edit aimed to assemble everything with energy and intensity; if run clubs were the new night clubs, then the pacing needed to make it feel like one. The pulsing soundtrack of course did a lot of lifting there, but a mix of still photography and hand-drawn graphic elements weaved in really helped elevate and compliment the pacing. With a helping hand through color and texture, the gritty lo-fi aesthetic was reinforced to complete the vision.
The edit aimed to assemble everything with energy and intensity; if run clubs were the new night clubs, then the pacing needed to make it feel like one. The pulsing soundtrack of course did a lot of lifting there, but a mix of still photography and hand-drawn graphic elements weaved in really helped elevate and compliment the pacing. With a helping hand through color and texture, the gritty lo-fi aesthetic was reinforced to complete the vision.
Additional activations
National Runners Month expanded its activations in 2026 to include location-specific promotional events, each featuring one of the participating brands. The hero spot was used as the basis for in-store digital displays that dressed the stores for the events.
National Runners Month expanded its activations in 2026 to include location-specific promotional events, each featuring one of the participating brands. The hero spot was used as the basis for in-store digital displays that dressed the stores for the events.
Campaign Performance
NRM 2026 successfully drove awareness for athletes shopping on the DICK'S site and in-stores, driving over 000.0M impressions across all tactics with an efficient $0.00 CPM that surpassed even the the most hopeful targets. Each participating brand's $160K investment saw a 0.0x media value return across all channels, and helped influence purchase desicions for running footwear at DICK's Sporting Goods.
NRM 2026 successfully drove awareness for athletes shopping on the DICK'S site and in-stores, driving over 000.0M impressions across all tactics with an efficient $0.00 CPM that surpassed even the the most hopeful targets. Each participating brand's $160K investment saw a 0.0x media value return across all channels, and helped influence purchase desicions for running footwear at DICK's Sporting Goods.
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Holiday 2025
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Holiday 2025
Concept Design
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