DICK'S Sporting Goods Holiday Campaign

The holiday season is one of the most crowded moments in retail marketing, and DICK'S Sporting Goods needed to cut through category noise while consumer attention was split across many brands and promotions. Sporting goods retail competes for the same holiday gift budgets as every other category, so standing out requires more than price promotion, and audiences tune out interchangeable retail messaging. Reaching sports and fitness consumers through creators they already follow offered a way to earn attention where promotional messaging saturates every channel.

Open Influence activated creator content during the holiday shopping period, built around a combined creator audience of more than 3.3 million followers, positioning DICK'S in creators' holiday content as the destination for sports and fitness gifting. The agency does not disclose the specific creator mix, content formats or platforms used, a limitation the case-study page itself notes.

A multi-creator roster delivered scale without a single celebrity partner, and the agency points to shares and saves, about 40% of total engagements, as the signal that audiences found the content worth keeping or passing on. Publishing combined follower reach alongside output metrics makes the reported efficiency easier to judge. The channel mix is not disclosed in the sources. Open Influence reports 6.4M+ total views and 94K total engagements, including 38K shares and saves, across the 3.3M+ combined following. Every figure comes from the agency's own case-study page, with no client statement, trade press or award record corroborating the results and no campaign year, creator names, formats or commercial outcome disclosed.