Dicks Sporting Goods is using some star power in seven-time Tour de France winner Lance Armstrong to promote a new apparel line and a cause marketing initiative.
The retailer has kicked off an integrated campaign with TV and radio spots and print ads featuring Armstong. A series of humorous commercials shows Armstrong as a store manager wearing a Livestrong T-shirt.
Each spot promotes the Nike Livestrong product line. Nike and the Lance Armstrong Foundation launched the collection in November. Proceeds go toward the foundation, a group designed to help people affected by cancer.
The commercials are available at http://www.dickssportinggoods.com.
Dick’s Sporting Goods teamed up Armstrong for his athleticism and steadfast determination, the company said.
“He's the ideal example of the enduring athlete,” Jeffrey R. Hennion, senior vice president and chief marketing officer of Dick’s Sporting Goods, said in a statement.
The campaign includes a cause marketing tie-in. The retailer will donate $1 to the Lance Armstrong Foundation for every Armstrong-branded Dick’s Sporting Goods gift cards sold, the company said.
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