DICK'S Sporting Goods stands out by stepping back

Reed Karaim

This event report addresses how DICK'S Sporting Goods, the retailer, has tapped long-form storytelling to break through the media clutter.

DICK'S Sporting Goods stands out by stepping back

Reed Karaim

The question of how to stand out in the vast sea of digital-age content faces every marketer

In a blur of GIFs, memes and short-form videos on multiple platforms, it would seem that shorter, faster and simpler would be the answer. But DICK's Sporting Goods has found success by investing in long-form content in which the national retailer avoids product or name placement.

And Ryan Eckel, VP/Brand Marketing at DICK'S, told the 2016 Ad Age Brand Summit in Los Angeles that the company believes the kind of compelling real-life stories...

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