Dive Brief:
- Dick’s Sporting Goods unveiled the second installment of its “Holiday Shopping Sprint” campaign featuring NFL player Xavier Worthy, the sporting goods retailer announced Thursday.
- This year’s campaign features the Kansas City wide receiver speedily shopping for last-minute gifts for the winners of the Dick’s Holiday Shopping Sprint. The company launched the first iteration of this campaign last year starring WNBA player Kelsey Plum.
- As part of the campaign the retailer highlighted its same-day delivery, ship-to-home, in-store pick-up and select free shipping.
Dive Insight:
Dick’s Sporting Goods is once again tapping into its athlete connections to reach holiday shoppers. Last month, the retailer put its spin on classic holiday movies with the help of current and former NFL players J.J. Watt, Derek Watt and T.J. Watt. The retailer also recently teamed up with gymnast Simone Biles, NFL player Dak Prescott, college quarterback Quinn Ewers and NBA player Chris Paul on a campaign where each athlete decorated their hometown store for the holidays.
This year, the retailer partnered with NFL Scouting Combine 40-yard dash record-setter Worthy to make “lightning-fast” home deliveries. In October, Dick’s Sporting Goods selected two winners in the Kansas City area who would get the chance to handpick their $2,500 holiday wish list, which Worthy shopped for at the store and later swiftly delivered to their doorstep.
“Surprising our athletes with gifts off their list was such a delight,” Melissa Christian, vice president of global brand and category marketing at Dick’s Sporting Goods, said in a statement. “This was another way we could meet our athletes where they are — literally! — and to do it in record time by having Xavier Worthy, who is known for his speed, shop and deliver to doorsteps was even more fun.”
In its Q3 earnings report, the company reported a 0.5% bump in net sales to more than $3 billion and a 13.3% rise in net income year over year to $228 million. Looking ahead, the sporting goods chain raised its full-year comp guidance to between 3.6% and 4.2%, increasing from its prior 2.5% to 3.5% projection. Net sales are now expected to reach between $13.2 billion and $13.3 billion, up from $13.1 billion and $13.2 billion.
