Well-known NFL players and their extended families are having a moment in advertising, including for Dick’s Sporting Goods, which is recreating classic holiday films with the help of the extended Watt family in its new holiday campaign launching Nov. 6.
The campaign, “A Watt Holiday Classic,” marks the second time former Houston Texans defensive end J.J. Watt has appeared in marketing for the sporting goods retailer. His brothers, retired player Derek Watt and current Pittsburgh Steelers linebacker T.J. Watt also appear as well as the brothers’ parents Connie and John Watt.
Dick’s campaign, which includes digital, social and streaming elements, is intended to kick off the holiday season for the retailer and drive traffic to its website.
The hero spot shows J.J. Watt being left behind in a Dick’s Sporting Goods as his family is trying to finish up last-minute holiday shopping. When he realizes he’s alone, he states he’s “made his family disappear,” a reference to “Home Alone.” Other movies are also referenced, including “Love Actually” and “National Lampoon’s Christmas Vacation.” As J.J. Watt is being kicked out of the store by security, he is reminded that Dick’s website is open 24-hours a day.
J.J. Watt’s first marketing appearance for Dick’s Sporting Goods was back in March. The “JJ Watt’s Dream Home: Dick’s House of Sport” advertisement is similar to the holiday one, mostly involving Watt having fun inside one of the retailer’s locations. Both videos show off the many amenities and products inside a Dick’s store. However, “A Watt Holiday Classic” puts a bigger emphasis on Dick’s website.
Recently, the Watt brothers appeared in a Peloton campaign aimed toward millennial men. Football families have caught the attention of some marketers, including the Kelce family. In August, the Kelce brothers, Travis and Jason, partnered with General Mills for a sweeping cereal campaign. Their mom Donna has also appeared in ads for various brands, including State Farm.
Dick’s holiday push comes after a stronger-than-expected fiscal second quarter for the retailer, with revenue totaling $3.47 billion, beating out the projected $3.44 billion.
