The Ask
How can DICK’S Sporting Goods reconnect with youth athletes and their communities through local retail events, while boosting brand engagement, trial, and loyalty in-store?
Insight
Youth sports participation is declining—especially among Black and low-income kids. By age 13, 70% quit due to pressure or lack of access. Parents are spending more, yet community connections are weaker.
THE BIG IDEA
“Local Legends Festival”
We turned every DICK’S store into a weekend sports fair — part block party, part youth Olympics, all community love. Real kids. Real heroes. Real energy.
→ Your Town. Your Team. Your Moment.
HOW IT WORKED
Each store became a pop-up playground, built to flex by size and city.
Warm-Up Zone
Obstacle courses, gear try-ons, real product in motion.
Mindset Master
Mini sessions with local coaches, athletes, and sports psychologists on confidence, focus, and performance.
Fan Zone
Kids became reporters, interviewers, and MVPs.
Podiums. Cameras. Loud cheers.
Arena
Leaderboard challenges (pull-ups, 3-point shots, soccer juggling) + dunk your local hero (yes, we said dunk tank).
Recovery Zone
Foam rollers, hydration stations, yoga mats for athletes and parents.
Little Athletes Zone
Safe space for ages 3–7 to explore sports at their pace. Joy first, pressure never.
Awards + Merch
Limited edition gear drops + exclusive in-store flash sales tied to ScoreCard signups.
THE LAUNCH PLAN
We mapped the momentum in 3 phases:
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Seed the Story:
Teaser vids, PTA flyers, TikToks featuring real kids from the city. -
Build the Hype:
Weekly treasure hunts (golden whistle), Fast Pass pickups, billboard drops near schools. -
Show Up & Show Out:
QR code raffles, meet-and-greets, community photo booths, and “locker room” flash deals.
SOCIAL STRATEGY
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Local Hero Spotlights
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Hashtag wall: advice + encouragement from one kid to another
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Kid Correspondent interviews
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Countdown to festival weekend with sneak peeks + UGC reposts
My Role
Developed activation blueprint, tied insight to idea, visualized zone-based experience