Posted: December 4, 2007

Multisport: Dick's Sporting Goods Launches 'Lance Armstrong: Store Manager' Campaign

PITTSBURGH, Dec. 3 -- This past weekend, DICK'S Sporting Goods (NYSE: DKS) debuted two new national TV commercials-part of an integrated campaign that includes print ads, radio spots and other elements- featuring Lance Armstrong as an over-the-top DICK'S Sporting Goods store manager/motivational fitness fanatic. Aimed at promoting the Nike LIVESTRONG(R) product line available at DICK'S Sporting Goods-the Home of Nike Training, the campaign pokes lighthearted fun at Lance Armstrong, his iconic athleticism and world-renowned determination. While imparting motivating words of wisdom such as "feed the warrior" and "kill the coward within" to DICK'S Sporting Goods customers and employees alike, Store Manager Armstrong dons a LIVESTRONG running shirt similar to the one he wore while running the New York City Marathon this past November. "Lance has won seven consecutive Tours de France, survived cancer, and run the New York City Marathon. He's the ideal example of the enduring athlete," said Jeffrey R. Hennion, Senior Vice President & Chief Marketing Officer of DICK'S Sporting Goods. "Lance's great sense of humor and his devotion to raising awareness in the fight against cancer helps make this an entertaining and meaningful campaign-one that allows us to give back to the community by supporting this worthy cause." Customers can join the fight against cancer by purchasing the Nike LIVESTRONG apparel and footwear or Lance Armstrong-branded DICK'S Sporting Goods gift cards. One dollar from every purchase of a Lance Armstrong-branded gift card will benefit the Lance Armstrong Foundation and its battle against cancer. "This holiday season, I'm asking shoppers to strike a blow against cancer by buying the Nike LIVESTRONG apparel, footwear and gift cards at DICK's Sporting Goods," said Lance Armstrong. "I'm proud to be part of this innovative campaign and grateful to Nike and DICK'S Sporting Goods for their support in the fight against cancer." LIVESTRONG is a registered trademark of the Lance Armstrong Foundation. About DICK'S Sporting Goods, Inc. Dick's Sporting Goods, Inc. is an authentic full-line sporting goods retailer offering a broad assortment of brand name sporting goods equipment, apparel, and footwear in a specialty store environment. As of November 3, 2007, the Company operated 340 stores in 36 states primarily throughout the eastern half of the U.S. The Company also owns Golf Galaxy, a multi-channel golf specialty retailer, with 77 stores in 29 states, ecommerce websites and catalog operations. About the Lance Armstrong Foundation The Lance Armstrong Foundation (LAF) unites people to fight cancer, believing that unity is strength, knowledge is power and attitude is everything. We provide the practical information and tools people battling cancer need to live life on their own terms. We take aim at the gap between what is known and what is done to prevent death and suffering due to cancer. We engage the public at large to pursue an agenda focused on preventing cancer, ensuring access to screening and care, improving the quality of life for people affected by cancer, and investing in needed research. Founded in 1997 by cancer survivor and champion cyclist Lance Armstrong, the LAF is located in Austin, Texas. UNITE at LIVESTRONG.org. Website: www.dickssportinggoods.com Website: www.LIVESTRONG.org Subscribe to the Runner's Web Weekly Digest