Dick’s invests in in-house influencers as brands seek control

The creator economy is booming and DICK’s Sporting Goods is vying for a bigger slice of the pie. Applications opened this week for the retailer’s latest iteration of its creator program. That in-house program gives Dick’s more control over its relationship with influencers and opens the door for ad revenue from external brand deals.

“This program has become pretty much our entire ecosystem for influencer marketing. So any time a campaign comes our way, we first look at this roster,” said Nicole Marcus, manager of influencer strategy at DICK’S Sporting Goods.

Already, several media campaigns are lined up with plans to start in May, Marcus added. Athletes helming this year’s efforts include American track and field power couple Tara Davis-Woodhall and Hunter Woodhall, and Savannah Bananas player RobertAnthony Cruz with Emily Harrigan, a former collegiate soccer player and sports reporter.

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