Dick’s Sporting Goods

Dick’s Sporting Goods

Launching Field & Stream Stores for Dick’s Sporting Goods

Objective:

To establish a destination-level retail brand—Field & Stream Stores—that could directly compete with Cabela’s and Bass Pro Shops by catering to hunters, anglers, and campers.

Brand Development & Positioning:

  • Conducted market research to define the brand’s core audience, values, and differentiation within the outdoor retail space.
  • Developed a compelling brand narrative that blended heritage, authenticity, and expertise in hunting, fishing, and outdoor gear.
  • Created the Field & Stream name, brand identity, and tagline, ensuring alignment with customer expectations and industry positioning.

Integrated Marketing & Loyalty Strategy:

  1. Designed and implemented a loyalty program to drive customer retention and increase purchase frequency.
  2. Launched a circular program to regularly engage customers with targeted promotions and seasonal product highlights.
  3. Crafted value positioning messaging that reinforced Field & Stream’s commitment to quality gear, knowledgeable staff, and a superior shopping experience.

Dick’s Sporting Goods
Dick’s Sporting Goods

Creative & Campaign Execution:

  • Assembled a cross-disciplinary creative team, including strategic marketers, copywriters, art directors, and designers, to develop a cohesive launch strategy.
  • Collaborated with Dick’s brand managers and internal design teams to produce multi-channel creative assets, including:
  • Broadcast advertising campaigns to drive awareness and excitement.
  • In-store branding & experience design to create an immersive outdoor retail destination.
  • Print & digital advertising supporting the grand opening and ongoing promotions.
Dick’s Sporting Goods

Grand Opening & Market Impact:

  • Successfully executed the largest and most successful grand opening in Dick’s history in late August 2013.
  • Established Field & Stream Stores as a formidable competitor to Cabela’s and Bass Pro Shops, strengthening Dick’s Sporting Goods’ presence in the outdoor retail market.

Dick’s Sporting Goods
Dick’s Sporting Goods

Key Takeaways:

This strategic marketing initiative transformed Field & Stream from concept to reality, creating a thriving retail brandthat reinforced Dick’s Sporting Goods as a leader in the outdoor space. By combining brand strategy, loyalty marketing, creative execution, and an impactful launch, the Field & Stream Store became a sought-after destination for outdoor enthusiasts. The success was underscored by the most successful grand opening in Dick’s history, solidifying the brand’s ability to capture and energize the outdoor market.

Dick’s Sporting Goods
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