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Athletic Opps: Dick's Sporting Goods increases digital display ad spend, starts reopening stores amid eCommerce demand surge

Dick's Sporting Goods temporarily closed its retail locations and significantly accelerated its eCommerce business and contactless curbside pickup service due to the global pandemic. In its Q1 2020 earnings call, execs mentioned the quarter's eCommerce sales grew 110%. The company did reduce marketing spend, but this should start to reverse soon as it gradually reopens stores.

According to iSpot's estimations, Dick's spent around $7.4m on national TV ads YTD, about half of $14m it spent during the same time period of 2019. Total spend equaled $46.3m in 2019 and $49.7m in 2018. It primarily targets boomer and Gen-X women. 

It also invests in local marketing methods such as OOH, broadcast and radio. Dick's tends to target individual athletic consumers rather than teams. Its increased digital display ad spend leads us to believe it's especially targeting Gen-Z and millennials, so you may also want to offer OTT and/or paid social ad space. Dick's targets both men and women.

Agency & martech readers - We have not heard of any roster shifts since the company named CMO Ed Plummer Haworth handles media.