Campaign: Hoops Across America
Company: DICK's Sporting Goods and Lifetime Products
Nonprofit Partner: Various Community Organizations
Launch Date: December 2, 2014
The DICK'S Sporting Goods Foundation partnered with Lifetime Products to celebrate GivingTuesday and launch a #HolidayHoops campaign. During a surprise appearance by Cavaliers star Kevin Love at a Cleveland elementary school, The DICK'S Foundation began a pay-it-forward movement that will ultimately result in the donation of 100 basketball hoops. Each day in December, two participating organizations will be gifted two hoops and then have the opportunity to pay it forward and gift two hoops to another deserving organization.
The donation of 100 basketball hoops might typically go unnoticed or unappreciated to everyone except the immediate beneficiaries. However, this effort from DICK's and vendor Lifetime takes a simple gift and leverages the power of storytelling (in the form of a compelling video - see below) to hammer home the “Sport Matters” message at a time of year when people are most receptive to it. Using the pay-it-forward model to distribute the donation also increases the emotional connection of the recipients-turned-givers, increasing the likelihood that the gift will be shared on social channels and via word of mouth. Clean, smart and simple. Well played, DICK's!