The Ask: Despite a wide selection of styles & brands, Dick’s Sporting Goods (DSG) is not seen as the go-to spot for college students to find trendy athletic wear. DSG aims to position itself as the athleisure of sports warehouses, offering a multi-purpose experience that supports any athletic need while, yes—still being stylish.

 The Insight: Students view high-quality athleisure as a status symbol reflecting their ability to prioritize health and wellness while still maintaining a fashionable appearance.

The Idea: Engage students nationwide by touring college towns with the Dick’s Van of Sport, offering free athletic equipment in exchange for student IDs while launching the exclusive #WearYourStrength athleisure line, reinforcing positive associations between sportswear and a balanced, stress-free student lifestyle

Therefore, we make sure the next time you need running shoes, a yoga mat, or stylish athleisure—you thinks of Dick’s first.

Because at the end of the day, every athlete—no matter the level—deserves a place to shop, feel inspired and belong.