PITTSBURGH, March 11, 2021 /PRNewswire/ -- To celebrate
Women's History Month, DICK'S Sporting Goods (NYSE: DKS) unveiled a
new advertising campaign this week, Inside Moves, to
showcase the powerful women who help lead the Company's efforts to
ensure that girls and women everywhere receive the opportunities
they deserve -- both on and off the field of play.
The goal of the campaign is to reach female consumers and
establish their connection to the female leaders at DICK'S Sporting
Goods in order to affirm that DICK'S is a brand and company that
will fight to champion women and address their concerns and needs.
The leaders highlighted in this campaign, in order of appearance,
are:
- Julie Lodge-Jarrett, Chief
People Officer
- Carrie Guffey, Senior Vice
President, Merchandising
- Nina Barjesteh, Senior Vice
President, Product Development
- Melissa Christian, Vice
President, Marketing
- Toni Roeller, Senior Vice
President, Store Environment
- Kim Walker, Senior Director,
Visual Merchandising
- Aimee Watters, Executive
Director, DICK'S Sporting Goods Foundation
- Lauren Hobart, President &
Chief Executive Officer
The campaign was developed by creative agency, Badger &
Winters. "DICK'S has a team of incredible leaders who are writing a
new playbook for women and girls in sports. Lauren and the team
recognize the power sports has to change the trajectories of girls'
lives. Our agency is so proud to be a part of their efforts," said
Madonna Badger, Founder and
Chief Creative Officer, Badger & Winters.
Already in 2021, the Company has made several efforts to
champion women, while highlighting the importance youth sports play
in the lives of girls including:
- A commitment by The DICK'S Sporting Goods Foundation to donate
100,000 DSG Brand sports bras over the next 18 months to
under resourced female athletes across the country.
- The formation of the Company's first-ever Girls' Power
Panel for girls ages 13-17 with the goal of giving a
younger generation of females a voice to provide general insights
on sports issues and input on product offerings.
- A National Girls & Women in Sports Day social challenge,
#StrongerWithSports, aimed at showcasing the strength girls
and women gain by participating in sports. Candace Parker, Sydney
Leroux and Morgan
Simianer were among the group of today's female sports
advocates and leaders supporting the challenge.
- The launch of the second annual Brooks Running "Empower Her"
collection. The product line is currently available in DICK'S
stores nationwide and online at dicks.com.
"While the campaign focuses on several of the women on our
leadership team, I can tell you that our entire company is all in
on supporting girls and women in all walks of life," said
Hobart. "Along with our partners, we will work tirelessly to
ensure that we have the products and programs that speak to current
and future female athletes."
Moving forward, the Company will continue to support these
efforts through increased product assortment, in-store programs, a
series of marketing initiatives and product donations.
This new campaign and 2021 initiatives follow the Company's
actions taken in 2020, when The DICK'S Sporting Goods Foundation
provided a $5 million grant to the
U.S. Soccer Foundation's United for Girls initiative, began
a partnership with USA Softball,
expanded women's offerings in-store and online and launched a
marketing campaign celebrating the power of the sports bra.
About DICK'S Sporting Goods, Inc.
Founded in 1948, DICK'S Sporting Goods is a leading omni-channel
sporting goods retailer offering an extensive assortment of
authentic, high-quality sports equipment, apparel, footwear and
accessories. As of January 30, 2021,
the Company operated 728 DICK'S Sporting Goods locations across
the United States, serving and
inspiring athletes and outdoor enthusiasts to achieve their
personal best through a combination of its dedicated teammates,
in-store services and unique specialty shop-in-shops dedicated to
Team Sports, Athletic Apparel, Golf, Outdoor, Fitness and
Footwear.
Headquartered in Pittsburgh,
DICK'S also owns and operates Golf Galaxy and Field & Stream
specialty stores, as well as GameChanger, a youth sports mobile app
for scheduling, communications, live scorekeeping and video
streaming. DICK'S offers its products through a dynamic eCommerce
platform that is integrated with its store network and provides
athletes with the convenience and expertise of a 24-hour
storefront. For more information, visit the Investor Relations page
at dicks.com.
About The DICK'S Sporting Goods Foundation
The DICK'S Sporting Goods Foundation is a tax exempt 501(c)(3)
non-profit corporation with a mission to inspire and enable sports
participation. It was created by DICK'S Sporting Goods, Inc. as a
private corporate foundation to support DICK'S charitable and
philanthropic activities.
Contact: DICK'S Sporting Goods –
press@dcsg.com
LAUREN R. HOBART, PRESIDENT
& CHIEF EXECUTIVE OFFICER, DICK'S SPORTING GOODS
Lauren R. Hobart is President and
Chief Executive Officer of DICK'S Sporting Goods. Lauren is the
third CEO in the company's history, preceded by current Executive
Chairman & Chief Merchant, Ed
Stack (1984 – January 2021),
and the company's founder, Dick
Stack (1948 – 1984). Lauren joined DICK'S in February 2011 as Senior Vice President and Chief
Marketing Officer (CMO). In her time as CMO, Lauren revamped the
Company's marketing efforts, drove significant improvement in the
ROI of the marketing spend and was instrumental in developing and
launching the CALIA by Carrie Underwood brand. In 2015,
Lauren was promoted to Executive Vice President and CMO and later
to Executive Vice President, Chief Customer & Digital
Officer. She became President of DICK'S in May 2017 overseeing the Stores, Marketing,
eCommerce, Technology, HR, Communications, Legal and Strategy &
Analytics organizations. Additionally, she has served on the DICK'S
Board of Directors since January 2018
and is President of The DICK'S Sporting Goods Foundation.
During her tenure, Lauren has helped drive the company's robust
technology and eCommerce strategies, among other substantive growth
initiatives. She has had a significant impact on shaping DICK'S
inclusive culture, enhancing our exceptional customer service
offering and improving the customer experience.
Under Lauren's leadership, The DICK'S Sporting Goods Foundation
developed its signature Sports Matter initiative
in 2014, which has enabled over one million children to have access
to sports. DICK'S and the DICK'S Sporting Goods Foundation have
given over $105 million in grants and
sponsorships since 2014 to raise awareness and address the growing
issue of underfunded youth sports programs nationwide.
Prior to joining DICK'S, Lauren spent 14 years at PepsiCo in
various leadership roles, including CMO of Carbonated Sports Drinks
in North America. Prior to PepsiCo, Lauren was at Wells Fargo
Bank and at JP Morgan Chase.
From 2014 to 2018, Lauren served as a member of the board of
directors of Sonic Corp; since November
2020, Lauren has served on the YUM Brands! Board of
Directors.
JULIE LODGE-JARRETT, CHIEF
PEOPLE OFFICER
Julie Lodge-Jarrett currently
serves as Chief People Officer, a position she has held since
joining DICK'S Sporting Goods in April
2020. In this role, Julie is responsible for leading the
overall talent strategy for DICK'S, while ensuring that the
Company's culture, practices, policies and operations align with
its overall objectives and values. She also provides strategic
Human Resources leadership to the executive management team and
Board of Directors. Prior to joining DICK'S, Julie spent more than
21 years at Ford Motor Company, most recently serving as Chief
Talent Officer. Julie held various human resources and
organizational development roles during her tenure with Ford,
including Chief Learning Officer; HR Director, Global Purchasing;
HR VP, Greater China; and HRBP
& Talent Director, Asia
Pacific & Africa.
NINA BARJESTEH, SENIOR VICE
PRESIDENT – PRODUCT DEVELOPMENT
Nina Barjesteh currently serves
as Senior Vice President – Product Development, a role she has held
since joining DICK'S Sporting Goods in March
2018. In this role, Nina is responsible for leading the
strategy, management and execution of the Company's Product
Development organization. Prior to joining DICK'S, she served as
Chief Merchant of Rue 21. Nina also spent 20 years at Target
Corporation in various roles including Vice President GMM Women's
Apparel, Vice President DMM Kids Apparel and Vice President Apparel
and Accessories Branding.
TONI ROELLER, SENIOR VICE
PRESIDENT OF IN-STORE ENVIRONMENT & VISUAL
MERCHANDISING
Toni Roeller currently serves as
Senior Vice President of In-Store Environment & Visual
Merchandising at DICK'S Sporting Goods. In this role, Toni is
responsible for bringing the brand to life through the overall
in-store experience, while ensuring the athlete is at the center of
all merchandising strategies. Toni joined the Company in
May 2014 as Vice President of Visual
Merchandising. In 2019, she was named Vice President of In-Store
Environment & Visual Merchandising, overseeing all aspects of
evolving the in-store environment and visual storytelling. Prior to
joining DICK'S, she served as Vice President of In-Store
Environment at The Home Depot. Throughout her career, she has also
held increasing roles of responsibility at Best Buy, Levi Strauss
and Maurices.
CARRIE GUFFEY, SENIOR VICE
PRESIDENT – SOFTLINES
Carrie Guffey currently serves as
Senior Vice President – Softlines at DICK'S Sporting Goods. In this
role, Carrie is responsible for leading the merchandising efforts
and driving sales for all Softline categories, including Women's,
Men's and Youth Athletic Apparel, Footwear, Outerwear and
Accessories. Carrie joined the Company in 2002 as an Assistant
Buyer in Outdoor Apparel and has served in a variety of
merchandising leadership roles throughout the years. Most recently,
she served as Vice President / General Merchandise Manager leading
Footwear, Women's Athletic Apparel and Accessories since 2018.
MELISSA CHRISTIAN, VICE
PRESIDENT, BRAND & CATEGORY MARKETING (SOFTLINES)
Melissa Christian currently
serves as Vice President, Brand & Category Marketing
(Softlines) at DICK'S Sporting Goods. In this role, Melissa
oversees DICK'S brand marketing efforts, including PR and
Influencer strategies for all categories. She is also a member of
the board of directors for Special Olympics of Pennsylvania. Melissa joined the Company in
2014 as Manager of the Women's Initiative, and she has held
numerous roles of increasing responsibility during her tenure.
Before being named to her current role, she served as Director of
Brand Management, and in April 2020,
she assumed the role of Interim Head of Communications (Internal
& External). Prior to joining DICK'S, Melissa served a Business
Development & Investor Relations Analyst at The Carlyle Group
and as a Corporate Investment Banking Analyst at Deutsche Bank
Securities, Inc.
KIMBERLY WALKER, SENIOR
DIRECTOR FIELD VISUAL MERCHANDISING
Kimberly Walker currently serves
as Senior Director Field Visual Merchandising at DICK'S Sporting
Goods. In this role, Kimberly helps bring the brand to life through
the in-store experience, while ensuring the athlete is at the
center of all merchandising strategies. She is also a member of the
board of directors for The Rhonda Walker Foundation. Kimberly
joined the Company in 2017 as Director of Visual Merchandising,
leading conceptualization, development and communication of visual
merchandising strategies and programs. Prior to joining DICK'S, she
spent over 25 years at Sears Holdings Corporation in various retail
merchandising roles, including Regional Visual Merchandise
Director, Regional Merchandise Director and Divisional Sales
Manager.
AIMEE WATTERS, EXECUTIVE
DIRECTOR OF THE DICK'S FOUNDATION & SR. DIRECTOR OF COMMUNITY
AND CORPORATE RELATIONS
Aimee Watters currently serves as
Executive Director of The DICK'S Foundation & Sr. Director of
Community and Corporate Relations at DICK'S Sporting Goods. In this
role, Aimee is responsible for the fundraising and giving strategy
for The DICK'S Sporting Goods Foundation, including our
award-winning Sports Matter initiative. She also oversees corporate
relations and community marketing to drive team sports sales and
build the DICK'S brand among youth sports leagues, parents and
fans. Aimee joined the Company in 2011 as Sr. Customer Insights
Manager, and she has held numerous leadership roles during her
tenure. Before being named to her current role, she served as
Director – Team Sports HQ Marketing. Prior to joining DICK'S, Aimee
held various leadership roles in consumer and customer insights at
Heinz North America.
Category: Company
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SOURCE DICK'S Sporting Goods, Inc.