Dick’s WNBA deal continues the chain’s drive to attract women and girls – RetailWire




Dick’s Sporting Goods has been named an Official Sporting Goods Retail Partner of the Women’s National Basketball Association (WNBA) in 2021.

The multi-year agreement aims to allow the two parties to pool their resources and notoriety to advance women’s sports, youth participation and player development. The WNBA and Dick’s have agreed to work together to develop initiatives to connect with women athletes of all ages and levels and increase the visibility of the league and its players across the country.

The deal will make Dick’s the largest national retailer of WNBA goods. The chain will stock a selection of authentic clothing and equipment, including newly designed Nike jerseys for each team. Dick’s will stock Wilson WNBA basketballs, t-shirts and WNBA logo hoodies in all 12 markets where teams play and select locations across the US. All goods are sold on Dick’s website.

“The WNBA is a great example of how sport can define leaders and celebrate the current and next generation of women athletes,” said Lauren Hobart, President and CEO of Dick, in a opinion. “Today is an important next step on our path to supporting women athletes and we look forward to working with the W to give people of all ages the opportunity to get involved with women’s basketball, the league and its players and in To get in touch. “

Dick’s has made connecting with female consumers an important element of its marketing efforts. During the Olympics this summer, the chain ran commercials with the theme of Miss America as the soundtrack, but with images of women preparing for various sports, using blackeye to reduce glare or taping their fingers before a boxing match .

The chain ran spots in March with women in their senior management interacting with their children while they engage in youth sports.

“Although the campaign focuses on several women on our leadership team, I can tell you that our entire company is doing everything it can to support girls and women in all walks of life.” called Mrs. Hobart then. “Together with our partners, we will work tirelessly to ensure that we have the products and programs that appeal to current and future female athletes.”

DISCUSSION QUESTIONS: What will Dick’s deal with the WNBA mean for the sporting goods chain along with its other women-centric initiatives? Will programs like this not only help Dick’s compete with competing sporting goods retailers, but also those who focus more on apparel and footwear than equipment?

Brain trust

“What will Dick’s deal with the WNBA mean for the sporting goods chain along with its other women-centric initiatives?”




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