Dick’s Sporting Goods

To better compete with Cabela’s and Bass Pro Shops, Dick’s wanted to create its own destination-level retail brand that focused on hunters, anglers and campers – The Field & Stream Store.

In March 2013, I assembled a team of professionals including a strategic marketer, copywriters, art directors and designers to work closely with Dick’s brand managers and internal design department. Together we created the brand and value positioning,
tagline, loyalty program, circular program, and launched creative – including broadcast. It all came together in late August with the biggest, most successful, grand opening in Dick’s history.