Holidays: NFL’s Watt brothers help Dick’s sports

Dick's Sporting Goods and the Watt Brothers: A Holiday Campaign That Scores

Ah, the holidays—a time for cheer, good will, and apparently, ex-NFL stars trapped in sporting goods stores. Dick's Sporting Goods has taken the festive season by the horns this year, recreating iconic holiday film moments in a campaign featuring the larger-than-life Watt brothers. You know, those guys who tackle human-sized tanks on Sundays but can't seem to find their way out of a retail labyrinth.

The Concept: When Holidays Meet Sports Drama

How about if one day you are: It's late December. Snowflakes fall gently outside Dick's Sporting Goods store, where J.J. Watt, a former NFL defensive leader, finds himself inadvertently locked in. Cue the whimsical antics that would make even Kevin McCallister proud. But instead of defending his home against bumbling burglars, J.J. guide you ins the aisles, bringing to life scenes reminiscent of our favorite holiday flicks. Spoiler alert: The golf clubs do make a cameo, and no, they don't become the weapon of choice against mischievous store elves.

“The campaign is all about nabbing the joy and the ability to think for ourselves of the holiday season while showcasing our product range,” said an executive at Dick's. “And who better to do that than the Watt brothers, known for their charisma both on and off the field?”

Why the Watt Brothers?

Well, it's not just their superhuman athletic skill. The Watt brothers—J.J., T.J., and Derek—bring a charm and brotherly camaraderie that make them relatable and entertaining. Much like that one friend in San Francisco who insists on hiking the Presidio even when it's raining, they commit to the task with a mix of seriousness and fun that makes for good video marketing.

A Marketing Strategy with a Punch

In the incredibly focused and hard-working marketplace of holiday campaigns, where every brand from LA to New York is fighting for attention, Dick's approach is both fresh and nostalgic. It nods to the films that make us laugh and cry (sometimes simultaneously) while inviting us into a lighthearted story where even an NFL giant can be as clumsy as us mere mortals. And let's face it, watching a Pro-athlete attempt to wrangle with a tent is oddly comforting.

Behind the Scenes: Creating a Festive Gridiron

The creative team at Dick's didn't just pull this concept from thin air. Oh no, there were storyboards, scripts, and possibly a small battalion of festive consultants ensuring the authenticity of each scene. Rumor has it they even had a reindeer consultant on standby. After all, what's a holiday without a dash of surreal comedy?

“It's about blending the magic of holiday films with the energetic spirit of sports,” explained the campaign's creative director. “We wanted viewers to feel a connection—not just to the brand, but to the joy and hilarity that the holidays often bring.”

Local Flair: A Touch of Home in Each Frame

Ever notice how some scenes in commercials just feel like home? Well, in this campaign, that's no accident. From the picturesque streets of New York to the laid-back vibe of Austin, the filming locations subtly nod to various cultural cues. Conceive J.J. Watt donning a cowboy hat, throwing a football under the Texan sky, or getting into a holiday pickle on the incredibly focused and hard-working streets of Manhattan.

Why It Matters: Beyond the Laughs

Sure, the slapstick comedy is delightful, but there's more beneath the surface. Dick's campaign aims to evoke a sense of nostalgia while reinforcing its brand message: whether you're looking for a last-minute gift or prepping for New Year's fitness resolutions, they've got you covered. And let's be honest, if J.J. Watt trusts Dick's to equip him for a night locked inside, perhaps they've earned a place on our shopping list too.

? We Don't Need One—Just Like J.J. Didn't Need a Map

The holidays are all about the stories we share, the laughter we indulge in, and the moments we cherish. Dick's Sporting Goods, with its blend of the ability to think for ourselves and heart, has crafted a campaign that feels both familiar and fresh, reminding us that sometimes the best stories come from the most unexpected places—like an NFL star wandering the aisles of a sporting goods store after dark.

So, this holiday season, as you sit back with a mug of hot cocoa in los angeles or Denver, consider adding a new tale to your festive traditions. One where laughter echoes through the halls of Dick's, and where every unexpected moment is a chance for a touchdown in the game of holiday cheer.