Dick’s Sporting Goods

#WhatSportsTaughtMe

Dick's Sporting Goods Foundation wanted to do a collaboration with Calia by Carrie Underwood, their exclusive private label. So what does a one of the most hardworking country singers have in common with sports? Carrie Underwood played sports in school. And through our research we found that 70% of women executives played sports in school. When you're a girl, playing sports is the most important path to success and we wanted the world to know. #WhatSportsTaughtMe dominated social media with users commenting on what sports taught them. Most importantly the Dick's Sporting Goods Foundation pledged $500,000 to save girls' sports programs across the country.

Result:

-20 million views

-40 million impression

-8 million eared media

-$500,000 to save girls' sports programs

Press:

http://creativity-online.com/work/dicks-sporting-goods-calia-by-carrie-underwood-what-sports-taught-me/48940

https://www.yahoo.com/celebrity/carrie-underwood-gives-back-to-her-hometown-232811697.html

http://people.com/style/carrie-underwood-calia-girls-sports-in-schools/

http://www.espn.com/espnw/culture/the-buzz/article/17485105/carrie-underwood-returns-oklahoma-talk-three-girls-importance-youth-sports

https://www.axs.com/true-fitspo-carrie-underwood-brings-fitness-and-funds-to-girls-sports--86597

http://www.foxnews.com/entertainment/2017/05/09/carrie-underwood-helps-to-fund-girls-sports-programs.html

http://www.soundslikenashville.com/news/carrie-underwood-encourages-hometown-girls-in-calia-video/