The Power of Sporthood – David Young, DICK'S Media Network
David Young, VP at Dick’s Sporting Goods and head of Dick’s Media Network, explains Sporthood: the twelve-year life stage when youth sports shapes how a…
David Young, VP at Dick’s Sporting Goods and head of Dick’s Media Network, explains Sporthood: the twelve-year life stage when youth sports shapes how a…
David Young, VP at Dick’s Sporting Goods and head of Dick’s Media Network, explains Sporthood: the twelve-year life stage when youth sports shapes how a family lives, spends and decides. It’s not just cleats. It’s the car they drive, where they eat, and which brands they trust, with ninety percent of sports parents trying a brand because a teammate’s parent recommended it.
David breaks down the assets behind the pitch: GameChanger and its two million streamed games, House of Sport stores built around events and experiences, and in-store media measured by how shoppers actually handle products. He also covers the OnePay partnership, the adidas World Cup campaign, and how he brings non-endemic advertisers in with a test budget. Tom and Todd debate whether a retailer pitching like a publisher is something new, or just how media should have been sold all along.
Read the study: Spending From the Sidelines: How Youth Sports Fuels Household Purchases, by EMARKETER and DICK’S Media
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