Basketball takes center stage once again in the latest from Dick's Sporting Goods. The brand, with the help of its agency Anomaly, has become known for its emotional storytelling. Last month it debuted a touching ad that showed a young girl growing up, her love for basketball unwavering over the years even as she heads off to college.
This time, the sport becomes the vehicle of a moving social media experiment. Dick's installed mysterious basketball hoops in five cities throughout New York, California and Ohio alongside ball racks labeled with a "Play Me" sign. This documentary spot shows passersby make a bee-line for the set-ups, taking part in pick-up games with strangers. Players leave with their spirits lifted and new friendships formed through a simple, common interest.
This holiday season, the sports retailer will be giving 100 hoops away across the country, stressing its message that "Sports Matter."