TURNING PRODUCT DISCOVERY INTO PERFORMANCE
DICK’S Media and Brooks turned National Runner’s Month into a connected commerce moment, pairing interactive in-store pedestals with audience-driven media to launch the Ghost 18 and drive measurable engagement and sales.
Objective
MEETING ATHLETES IN A MOMENT BUILT FOR RUNNING
Brooks aimed to drive consideration and conversion for the Ghost 18 during National Runner’s Month at DICK’S by connecting the product launch to a highly relevant moment for runners.
Solution
TURNING THE STORE FLOOR INTO AN EXPERIENCE
To connect with the broader running community, Brooks leveraged in-store pedestals in 34 DICK’S House of Sport doors during National Runner’s Month, showing up at a key moment when running is top of mind. Centered in a high-intent environment where runners are actively shopping for the best gear, premium in-store placements put Brooks front and center with its core audience and drove meaningful product engagement at scale with nearly 300 hours of product hold time and 85K+ product pick-ups from DICK’s athletes.
Brooks also leveraged DICK’S first-party Brooks and Running Footwear past purchasers across additional channels, including Meta to build engagement and Onsite Display to meet athletes at the point of purchase and drive conversion.
BROOKS takeaway/ DMN LEARNING:
“INSERT QUOTE”
