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We Opened 20 DICK’S Sporting Goods Stores in 6 Months

We combined tried and true tactics with some familiar athlete faces to make grand openings a slam dunk.

Overview

In 2023, Praytell managed DICK’S Sporting Goods' “Grand Opening Palooza," opening 20 locations in six months across 11 states. Our boots-on-the-ground approach ensured local media success on opening day and beyond for these innovative concept stores.

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Our Solution

The playbook blended art and science: Early media market infiltration, media training for stakeholders, exclusive editor engagement with local spokespeople, amplification with relevant pro athletes, and crew call downs in every location. We always arrive before dawn, ensuring the store is set to shine and we have giant scissors for the ribbon cutting.

Results

Our team's hustle paid off and highlighted the value of local media and on-the-ground support. A total of 156 placements, 166M impressions, and high share of voice in each market. The openings in Houston with NFL Pro J.J. Watt stood out, featuring half a dozen added value Instagram stories, a blimp, and rotating broadcast media on-site.

20 Store Openings

11 States

156 Earned Placements

166M Earned Impressions

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TL;DR