When people think of DICK'S, most think gearing up for sports. So for one of the wildest years of going back-to-school ever, we needed teens to not only consider DICK'S as a destination for on-trend, style-forward apparel and footwear... we needed to welcome them back in a big way.
We turned a DICK'S House of Sport into a House of Style and invited a group of TikTok fashion creators take over the store.
Leveraging their fan bases in an authentic way, we gave them full control. They picked the outfits, the shoes and created the content... with our store as the backdrop.
We even remixed Mase's "Welcome Back" for our genZ audience with TikTok Beatmaker Ricky Desktop and launched a #WelcomeBack TikTok branded effect. We amassed billions of views and had teens constantly commenting on how fire our remix was.
We changed the perception of what a Sporting Goods company can do and brought awareness to all the styles and trends available at DICK'S.
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