DICK'S Sporting Goods sought to connect with teens during the back-to-school season by showing up authentically within the gaming ecosystems they engage with daily. The campaign centered around a custom Fortnite experience that transformed the brand's House of Sport into an interactive gaming destination.
Led the campaign's creative development and pitch narrative, translating business objectives into a gaming-first experience designed for participation. Developed the messaging framework, campaign architecture, and presentation design that articulated how the activation would come to life across gameplay, creators, and social channels.
Challenge
Back-to-school is a highly competitive retail period, and traditional marketing approaches often struggle to resonate with younger audiences. The challenge was to create an experience that felt native to gaming culture while driving brand affinity and product discovery.
Strategy
We positioned DICK'S House of Sport as a playable destination within Fortnite, allowing teens to engage with the brand through gameplay rather than interruption. The campaign combined creator storytelling, livestream moments, and social extensions to build awareness and encourage participation across gaming communities.
Creative Solution
• Developed a custom Fortnite experience centered on House of Sport
• Integrated creators and livestreams to drive discovery and engagement
• Extended campaign storytelling through social and media amplification
• Created opportunities for organic product discovery within gameplay
• Designed a cross-platform ecosystem that reached audiences where they already play
• Integrated creators and livestreams to drive discovery and engagement
• Extended campaign storytelling through social and media amplification
• Created opportunities for organic product discovery within gameplay
• Designed a cross-platform ecosystem that reached audiences where they already play
Result
The campaign transformed a seasonal retail moment into an interactive gaming experience, enabling DICK'S Sporting Goods to authentically engage gaming audiences through participation-driven storytelling.