After acknowledging that women now account for 50% of sales, Dick's Sporting Goods thought that they should do actually do something about it. In addition to expanding floor space devoted to women, they have created a new niche campaign targeting them.
The campaign insight? "Women juggle a lot."
The :60 second commercial focuses on women finding ways to fit exercise into their busy lives, but we know that the vast majority of people buying athletic wear do not exercise. So will this approach work?
Look at the commercial here...
McCarthy, M. (2015, April 30) Ad of the Day: Dick's Sporting Goods Goes the Extra Mile in Its First Campaign for Women. adweek.com. Retrieved April 30, 2015, from http://www.adweek.com/news/advertising-branding/ad-day-dicks-sporting-goods-goes-extra-mile-its-first-campaign-women-164418