I have no idea what Dick’s Sporting Goods is like as a retailer. How it’s positioned in the market. What it’s good at or otherwise. But what I can tell you is that it can tell a damn good story.
It loves sport. It loves sporting apparel. It understands what it’s like to be a pro-sportsman. They know every play, fake, feint, call, eye-signal. Whilst (and I could be wrong) pro-sportspeople are unlikely to shop at Dick’s Sporting Goods I assume they have the product range, knowledge and, perhaps the heritage, to pass their expertise on to the sports fan, runner or hiker.
This ad is directed by Derek Cianfrance (Blue Valentine, The Place Beyond The Pines) and I think it’s one of the best, and most beautiful, ads I’ve seen in a long time.