Celebrity Dance Couple tWitch and Allison Bust Some Moves for DICK’S Sporting Goods DSG Brand

DICK’S Sporting Goods is launching a new campaign for its exclusive family athletic and athleisure brand, DSG. Starring celebrity dance duo Stephen ‘tWitch’ & Allison Boss – who announced their partnership as the celebrity faces of the brand in April – the new work launched on July 18th and represents DSG’s first brand campaign by AOR Where Eagles Dare. 

The centerpiece of the integrated effort is a 30 second hero spot set to Young MC's Bust A Move that celebrates music and movement for all. In the spot, tWitch & Allison, along with a diverse cast of characters, capture the spirit of the brand by busting a move in their own way and sharing their personal style while wearing DSG apparel. 

The campaign was created by Pittsburgh-based Where Eagles Dare, a creative agency that has been working with the DSG brand since January 2021. 

“The concept started with the idea of tapping into the authentic energy of music, dance and movement that tWitch & Allison bring to their social platforms,” said Brian Franks, founder/ECD of Where Eagles Dare. “It is fun and infectious. In the spot they become the MC’s of movement, inspiring everyone to bust a move in DSG. By using fluid transitions, we were able to pull that energy through a fun and diverse cast of people to celebrate movement and activity.”

Elements of the campaign include video cut downs (:30, :15s, :6s), social content, email marketing, web banners, in-store signage and photography.