DICK’S Sporting Goods - Hyping a game-changing concept for the top sporting goods retailer

DICKS Sporting Goods wanted to build consumer buzz for its innovative 100,000-sq-ft store concept, DICK’S House of Sport—ahead of the first-of-its-kind store launch in Rochester, NY. Flynn had two challenges in producing the hype video. One, the audience had to see the House of Sport as a destination that could elevate their game, not just their gear. Second, it was important for Rochesterians to see this store’s authentic connections to the community. So we cast real local athletes, coaches, teams, and clubs, and shot the video on recognizable fields and training locations. Rochester athletes and sports lovers shared it widely via social, significantly extending organic reach.