Dick's Sporting Goods' CMO and chief athlete experience officer chats with FN senior business editor Shoshy Ciment about the upcoming holiday season.
In this special episode of WWD Voices hosted by FN, Emily Silver, chief marketing officer and chief athlete experience officer at Dick’s Sporting Goods, chats with FN senior business editor Shoshy Ciment about the retailer’s strategies for marketing this holiday season. In addition to her projections for consumer shopping trends in footwear and beyond, Silver discusses how Dick’s is imbuing more humor into some of its campaigns.
Silver noted that footwear, a consistently strong business driver for Dick’s, will be front and center this holiday season via a footwear-specific television spot as well as in the retailer’s holiday catalogue. Silver called out styles like the Nike Dunk and Adidas Samba as well as hot brands like On, Hoka and New Balance that are poised to capture demand this season.
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