For Women’s History Month, DICK’S Sporting Goods Releases New Campaign Honoring Their Female Leaders


( ENSPIRE Feature ) The Company’s New Campaign “Inside Moves” Highlights DICK’S Female Senior Leaders And Their Efforts To Support DICK’s Growing Female Consumer Base

ENSPIRE Contributor: Re’Dreyona Walker

To celebrate Women’s History Month, DICK’S Sporting Goods unveiled a new advertising campaign called Inside Moves to showcase the powerful women who help lead the company’s efforts to ensure that girls and women everywhere receive the opportunities they deserve — both on and off the field of play. The goal of the campaign is to reach female consumers and establish their connection to the female leaders at DICK’S Sporting Goods in order to affirm that DICK’S is a brand and company that will fight to champion women and address their concerns and needs.

The women leaders highlighted in this campaign are Chief People Officer Julie Lodge-Jarrett, Senior Vice President of Merchandising Carrie Guffey, Senior Vice President of Product Development Nina Barjesteh, Vice President of Marketing Melissa Christian, Senior Vice President of Store Environment Toni Roeller, Senior Director of Visual Merchandising Kim Walker, Executive Director of DICK’S Sporting Goods Foundation Aimee Watters, and DICK’S President & Chief Executive Officer Lauren Hobart.

Photo: The Women Leaders of DICK’S Sporting Goods, Inc.

“While the campaign focuses on several of the women on our leadership team, I can tell you that our entire company is all in on supporting girls and women in all walks of life,” said Hobart. “Along with our partners, we will work tirelessly to ensure that we have the products and programs that speak to current and future female athletes.”

Already in 2021, the company has made several efforts to champion women, while highlighting the importance youth sports play in the lives of girls including: 

  • A commitment by The DICK’S Sporting Goods Foundation to donate 100,000 DSG Brand sports bras over the next 18 months to under-resourced female athletes across the country. 
  • The formation of the Company’s first-ever Girls’ Power Panel for girls ages 13-17 with the goal of giving a younger generation of females a voice to provide general insights on sports issues and input on product offerings. 
  • A National Girls & Women in Sports Day social challenge, #StrongerWithSports, aimed at showcasing the strength girls and women gain by participating in sports. Candace Parker, Sydney Leroux, and Morgan Simianer were among the group of today’s female sports advocates and leaders supporting the challenge. 
  • The launch of the second annual Brooks Running “Empower Her” collection. The product line is currently available in DICK’S stores nationwide and online at
Photo: Courtesy of DICK’S Sporting Goods

Moving forward, the company will continue to support these efforts through increased product assortment, in-store programs, a series of marketing initiatives, and product donations. Additionally, DICK’S Sporting Goods had been named a Signature Partner for the 2021 National Girls & Women’s in Sports Day powered by the Women’s Sports Foundation, as this year marked the 35th annual celebration.

This new campaign and 2021 initiatives follow the company’s actions taken in 2020 when The DICK’S Sporting Goods Foundation provided a $5 million grant to the U.S. Soccer Foundation’s United for Girls initiative, began a partnership with USA Softball, expanded women’s offerings in-store and online and launched a marketing campaign celebrating the power of the sports bra.

To find out more about the new campaign, you may visit the DICK’S Sporting Goods website.