DICK'S Sporting Goods To Launch Brand Campaign, "Who Will You Be?"

This next chapter in DICK'S brand story reinforces their belief that sports make people better while highlighting the quiet decisions athletes make on their everyday journey to be their best

PITTSBURGH, March 6, 2015 -- DICK'S Sporting Goods (NYSE: DKS), the largest U.S.-based, full-line omni-channel sporting goods retailer, has announced a new brand campaign. "Who Will You Be?" will debut today on television and digital platforms during ESPN's College Basketball Championship Week.

"'Who Will You Be?' highlights the everyday decisions that athletes face and how the choices they make both reveal and shape their character," said Lauren Hobart, Senior Vice President & Chief Marketing Officer, DICK'S Sporting Goods. "At DICK'S, we believe that sports make people better. This next chapter in our brand story is rooted in this belief."

A 60-second "Who Will You Be?" TV spot will debut today on ESPN, followed by twenty-four (24) unique 15-second spots that will run on television and digitally through the fall. Several of the 15-second spots will be featured during live streaming of March Madness coverage.

"These 15-second spots enable us to tell multiple stories," said Hobart. "Each 15-second story is a glimpse into the subconscious of different athletes in moments both big and small. Some of these moments will speak to very specific audiences; however, we hope this campaign as a whole will touch everyone who has ever pushed themselves to be better."

DICK'S will also be asking athletes "Who Will You Be?" through inspiring print and outdoor ad campaigns, social content and digital media integrations releasing throughout 2015. For more information, visit WhoWillYouBe.com.

About DICK'S Sporting Goods

Founded in 1948, DICK'S Sporting Goods, Inc. is a leading omni-channel sporting goods retailer offering an extensive assortment of authentic, high-quality sports equipment, apparel, footwear and accessories. As of January 31, 2015, the Company operated more than 600 DICK'S Sporting Goods locations across the United States, serving and inspiring athletes and outdoor enthusiasts to achieve their personal best through a blend of dedicated associates, in-store services and unique specialty shop-in-shops dedicated to Team Sports, Athletic Apparel, Golf, Lodge/Outdoor, Fitness and Footwear. Headquartered in Pittsburgh, PA, DICK'S also owns and operates Golf Galaxy, Field & Stream and True Runner specialty stores. DICK'S offers its products through a content-rich eCommerce platform that is integrated with its store network and provides customers with the convenience and expertise of a 24-hour storefront.

For more information, visit the Press Room or Investor Relations pages at DICKS.com.

Contact DICK'S Sporting Goods: press@dcsg.com

SOURCE DICK'S Sporting Goods through PRNewswire by press release © http://www.dickssportinggoods.com

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