Dick’s Sporting Goods highlights female leadership

On International Women’s Day, the retailer introduced a powerful ad spot that shined a light on female leadership at the company, including its own CEO Lauren Hobart.
Dan Ochwat
Executive Editor
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In honor of International Women’s Day, March 8, Dick’s Sporting Goods released an impactful new ad titled “Inside Moves,” that highlighted the retailer’s female senior leadership.

The spot, which is running digitally and on TV, was developed with creative agency Badger & Winters, showcasing various women in top roles at the retailer across merchandising, product development, store environment design and more. The spot culminates in spotlighting CEO Lauren Hobart.

The ad also makes it clear that Dick’s isn’t done adding women to its talent roster and how it wants the company’s product and business to be more relevant to women, particularly in light of the fact that nearly 3 million women have dropped out of the labor force in the past year, the company said. 

The retailer has its own DSG brand and last quarter had a record quarter with more than a 23% same-store sales increase. The new digital spot was featured on the Dick’s Sporting Goods Facebook page, YouTube and social channels, connecting to the #InternationalWomensDay posts.