Bringing Work to life

In-Store Activations - Trade Shows/Expos - Off-Site Activations - Foundation Support - Custom Promotional Items

trade Show/EXPOS

Attending Tradeshows and Expos is a strategic endeavor rooted in connecting with our audience in an environment outside of our store locations. These events serve as invaluable platforms for us to not just showcase our brand, but also to engage attendees to unveil our latest products, upcoming events, and exclusive promotions.

Texas High School Coaches Association

• Event Goal: To engage coaches who serve as pillars and leaders within their communities. This engagement aims to bolster brand awareness, promote ongoing back-to-school/back-to-sports campaigns, and highlight the current and future expansion of DICK’S Sporting Goods locations across the State of Texas.

• Success Strategies: At THSCA, with 16,000+ attendees annually, our booth, established over 13 years, became a must-visit destination. Offering tote bags, coupons, and engaging booth games, we averaged 2,800 to 3,000 annual visits. Our efforts resulted in $150,000+ in coupon sales, showcasing our impactful presence and customer engagement 

Decker Challenge Expo (Austin) + Rock 'n' Roll Expo (San Antonio)

• Event Goal: Race expos excite passionate runners, providing a prime opportunity to showcase unique product offerings and in-store services, differentiating us from the competition 

• Success Strategies: At our booth space, we showcase the bestselling running shoes, introduce expert running specialists, present our wide array of in-store services, and provide detailed information about our product warranties. The distribution of coupons aims to measure bounce-back participation.

In-Store ActivationS

In-store activations present a strategic platform to showcase store locations, emphasizing customer service and seamless access for immediate purchases during events. In the South Texas region, stores were leveraged for many opportunities, including League Discount Weekends, Race Packet Pick-Ups, Equipment Fittings, Coaches Meetings, Player Certificates, Bat Demos, Professional Athlete Appearances, and a weather proof option for League Picture Days.

World Cup Pep Rally Activation

Goal: Generate enthusiasm for the upcoming World Cup and boost sales by showcasing US Men's National Team merchandise. 

Success Strategies: In collaboration with the store manager to select peak traffic times, we enhanced the atmosphere with a DJ and offered engaging activities: face painting, a photo booth, personalized trading cards, and an interactive Plinko game, creating an unforgettable customer experience. 

In-Store XFL Athlete Appearance

• Goal: Partnered with XFL to host players from the local XFL team in top two XFL DICK'S Sporting Goods sales markets.

• Successful Strategies: Collaborated closely with store manager to allocate the event space, Worked closely with local XFL contacts to ensure a flawless event execution by coordinating seamless arrival and exit plans for XFL players, detailed line queues with contingency options for efficient crowd management. The outcome was fans had a unique and immersive experience with their favorite players, enhancing their connection with DICK’S Sporting Goods as the facilitator of this memorable event.

OFF-Site Activations

Off-site activations offered the opportunity to engage consumers in their most comfortable environments. When collaborating with league partners, DICK'S Sporting Goods staff and league coaches, players, and supporters have the chance to interact in unique ways beyond the store locations.

Pony Int. Softball World Series - Hosted by Boys & Girls Club of McAllen

• Event Goal: Provide support for a league partner's marquee tournament through additional resources and a significant presence during the opening ceremonies

• Success Strategies: We actively engaged in the opening ceremonies, donated equipment, hosted a bat demo, and extended exclusive discounts to coaches, players, and families throughout the international tournament. International travelers had the opportunity to conveniently shop for their immediate tournament needs or plan for the future, considering that DICK’S Sporting Goods, as a domestic company, provides products that might otherwise be inaccessible to them.

NBLL Play Day + CPYL Opening Day

• Event Goal: Offer support for our league partner premier events, where vendor participation enhances the experience and provides families with diverse options for a fun-filled picture day or opening day. 

• Success Strategies: Taking proactive steps to become a valued sponsor when our league partners extend an invitation strengthens our relationship. Collaborating with local store operations to connect with the community that frequents their locations adds significant value. Our bat demos, allowing players to experience the latest offerings from top vendors, and speed pitch activations for friendly competitions among teammates, have consistently been crowd-pleasers 

Soccer Kick Activation

• Event Goal: Elevating soccer at DICK’S Sporting Goods is a priority. Tasked with actively seeking opportunities to set up Soccer Kick Activations nationwide to support in-house soccer merchants and buyers. 

• Success Strategies: Leveraging a strategic partnership, we identified a tournament to kick off the year. The activation not only ignited healthy competition but also sparked engaging conversations about our future goals to enhance all things soccer in-store for customers at every level.

dick's sporting goods foundation

In a cross-functional partnership with the DICK’S Sporting Goods Foundation, I had the opportunity to identify, vet, and approve charitable grants supporting philanthropic organizations and activities, helping to remove barriers to play youth sports.

Here are three of my favorites:

An Elementary School in Brownsville lacked basketball hoops on its large blacktop. We granted foundation funds to provide the hoops and surprised the students and staff with the great news. The final surprise was custom “Sports Matter” cookies for the entire school.

Another elementary school in San Antonio had its playground area removed during remodeling. The students were to spend an entire school year in a small courtyard space between buildings. We provided a grant for equipment and games to use during recess and PE. As a surprise, we donated additional equipment, delighting the students and teachers.

In 2023, DICK’S Sporting Goods marked its 75th anniversary by pledging $75,000 to 75 deserving organizations across the country. I surprised the leaders of a soccer organization that has a more robust holistic approach to supporting families in their community with this wonderful news during an education summer leadership course.

Custom Promotional ITems

Custom promotional items not only amplified my local marketing efforts but also empower me to unleash my creativity, enabling me to craft compelling narratives and innovative approaches, to add flair to events and activations.