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Dick's senior leaders join campaign to empower women and girls

Published March 11, 2021

PITTSBURGH (BRAIN) — The Dick's Sporting Goods senior women's leaders announced an advertising campaign Thursday to showcase the company's efforts to assist women and girls on and off the field.

The Inside Moves campaign launched during Women's History Month is designed to affirm Dick's commitment to support women and address their concerns and needs.

The Dick's women's leaders participating in the campaign are:

  • Julie Lodge-Jarrett, chief people officer.
  • Carrie Guffey, senior vice president of merchandising.
  • Nina Barjesteh, senior vice president of product development.
  • Melissa Christian, vice president of marketing.
  • Toni Roeller, senior vice president of store environment.
  • Kim Walker, senior director of visual merchandising.
  • Aimee Watters, executive director of Dick's Sporting Goods Foundation.
  • Lauren Hobart, president and CEO.

The campaign was developed by creative agency Badger & Winters.

"Dick's has a team of incredible leaders who are writing a new playbook for women and girls in sports," said Madonna Badger, the agency's founder and chief creative officer. "Lauren and the team recognize the power sports has to change the trajectories of girls' lives. Our agency is so proud to be a part of their efforts."

Dick's previously announced efforts to support women while highlighting the importance youth sports play in the lives of girls.

  • A commitment by its foundation to donate 100,000 DSG brand sports bras in the next 18 months to under-resourced female athletes across the country.
  • The formation of the company's first Girls' Power Panel for ages 13-17 with the goal of giving a younger generation of females a voice to provide general insights on sports issues and input on product offerings.
  • A National Girls & Women in Sports Day social challenge, #StrongerWithSports, aimed at showcasing the strength girls and women gain by participating in sports. Candace Parker, Sydney Leroux, and Morgan Simianer were among the group of women sports advocates and leaders supporting the challenge.
  • The launch of the second annual Brooks Running Empower Her collection. The product line is currently available at Dick's stores nationwide and online.

"While the campaign focuses on several of the women on our leadership team, I can tell you that our entire company is all in on supporting girls and women in all walks of life," Hobart said. "Along with our partners, we will work tirelessly to ensure that we have the products and programs that speak to current and future female athletes."

Dick's will continue supporting these efforts through increased product assortment, in-store programs, a series of marketing initiatives, and product donations.

This new campaign and 2021 initiatives follow the company's actions taken last year, when the foundation provided a $5 million grant to the U.S. Soccer Foundation's United for Girls initiative, began a partnership with USA Softball, expanded women's offerings in-store and online, and launched a marketing campaign celebrating the power of the sports bra.

Topics associated with this article: DEI and Sustainability

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