Source: Dick’s Sporting Goods
Dick’s Sporting Goods hires Olympic hopefuls
Dick’s Sporting Goods has hired more than 180 U.S. Olympic and Paralympic contenders to work at its stores as part of a sponsorship program with Team USA.
The sporting goods chain is offering flexible scheduling and competitive compensation, allowing the athletes to devote their time to training for the upcoming Olympic Games taking place in August in Brazil.
Dick’s replaced Home Depot as the official retail sponsor of Team USA and is also providing sports equipment donations to the U.S. Olympic Training Centers.
While a few stars receive ample sponsorship money, most athletes aren’t able to cover the training, travel and living expenses with the stipends provided by the United State Olympic Committee (USOC) and the individual federations. Donations prove challenging and work hours often don’t fit with their typical six-day-a-week, eight-hour-a-day training regimens.
“We’re honored to provide these inspiring athletes with what they need — a flexible source of income — to pursue their Olympic and Paralympic dreams,” said Lauren Hobart, EVP and chief marketing officer, in a statement. “At the same time, the contenders are able to offer our customers their expertise as elite athletes. We have had such positive feedback on the program, from the contenders, our customers and their fellow associates. It’s truly a win-win.”
The athletes aren’t in Dick’s SG marketing campaigns. In the store, however, they wear the “Grit Before Gold” slogan as part of the USOC marketing program that provokes questions from customers.
A teamusa.org article claims that the athlete’s presence also boosts morale for other store associates. Said Liz Podominick, an elite discus thrower, “They’re always coming up and asking us questions and sharing their sports stories.”
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Discussion Questions
Does hiring Olympic contenders as sales associates likely provide a bigger payback to other sales associates or shoppers? Do you see opportunities for retailers in other categories to hire sales associates with a link to or passion around their products?
This is a brilliant move. Hiring Olympic contenders boosts Dick’s image, provides an additional tie-in for TeamUSA sponsorship and, best of all, provides an exciting and informative opportunity for sales associates and shoppers to interact. This is a difficult move to replicate in other types of stores, but this kind of win-win efficient and effective strategy should be used as inspiration across the retail world.
There are at least two benefits for Dick’s. The first is the marketing/media play. The athletes are featured in their ads linking Dick’s and the Olympics in the mind of the consumers. The ads also show Dick’s is helping the athletes achieve their dream of competing. The second benefit is that having the athletes in their stores makes it real. Customers can come and interact with Olympic contenders rather than just see them in ads.
This is only a win/win for Dick’s, so long as these sales associates are given the same training, attention and positions as similar sales associates from the general public. It is terrific to support our Olympic hopefuls of all types, but never at the expense of other Americans who also have families to support and personal financial “Olympics” of their own. What is really needed here is an updated financial program for our Olympians of all types, instead of outdated stipends, etc., from the USOC. When will the USOC recognize this and become more proactive in really supporting athletes in their daily needs?
I’ve had the good fortune to know two Olympians including a gold medalist and if only 1 percent of their positive, can-do approach to life rubs off on sales associates and customers, it’s a good thing!
Yes, this is truly a win/win not only for the athletes and Dick’s but for the customers. How can it not be a good program? The athletes get exposure as well as an income. Dick’s certainly benefits. Why don’t others do this? The program is loaded with benefits for everyone. As Nike says, “Just do it.”
I’m with Kai, here. To be effective, these athletes will need full employee training in Dick’s systems, products and customer service. Otherwise it will not work. I love the concept and I wish Dick’s and the Olympic hopefuls much success.
Answer to all three questions: YES, YES, YES. Plus more:
Kudos to Dick’s for including the Paralympics Athletes in the employment opportunities, recognition, and promotion of the Olympics. An outstanding example of carrying a program throughout the retail organization.
Too often, sound promotional programs come off half-hearted, as the entire company either isn’t informed, or doesn’t take the time to embrace it. Followthrough has to take place locally, regionally, and when appropriate (as in the Olympics) nationally.
I see this as two separate issues. First is the sponsorship that Dick’s has with the USOC. Second is the gesture of good will toward the athletes who need flexibility in their schedules. Both yield PR opportunities that make sense for Dick’s. Consumers will like interacting with the athletes, which will make an even better connection. The retail experience turns into a memorable experience (meeting an Olympic athlete).
Olympic athletes are celebrities. The benefit of having celebrities in the store are substantial. Dick’s, when selecting the athletes, was particularly aware of who was trainable and who would be an asset in the store.
Disruption should be a fear whenever you employ an athlete or celebrity; they have to know their place. No one is bigger than the brand.