Dick’s Sporting Goods Running 2014 Campaign: Launching an Immersive Video Lookbook

Laura Sweltz, Director of UX Research and Strategic Initiatives

Article Category: #News & Culture

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Whether hitting the trail or pounding the pavement, runners need to know that their gear will keep up with them. It’s helpful to see products in action before making a purchasing decision. For our most recent collaboration with Dick’s Sporting Goods, our challenge was to feature products in a fresh way that allowed customers to see them up close and in motion — through a digital experience. We decided to create an immersive video lookbook that builds an emotional connection with runners while introducing them to the best running gear of 2014.

Setting the Stage

Running Campaign Homepage

The experience starts with a video that features a series of vignettes - each highlighting different types of runners and environments. From squeezing in a run with a friend before sunrise to capping off the day with a solo run at sunset, there are countless ways to experience a run. The realistic scenarios portrayed in the video set the stage for showcasing the product.

Product Discovery

Running Campaign Product Group Page

Clicking anywhere on the initial video drives users to a page that highlights the individual products from that scene. As users hover over each product image, that section of the page expands to reveal the product name. The image slowly comes to life as the product video starts to play. Users explore and discover multiple products at once before diving in to an individual product.

All of the Details

Running Campaign Product Page

Landing on the individual product page reveals a full-screen video of the product in motion. Additional product details complete the story. They can quickly navigate to the online store to purchase the product or browse similar items. They can easily share relevant product information through Facebook, Twitter, and Pinterest. Clicking on the previous and next arrows allows users to flip through this virtual video lookbook.

We really enjoyed partnering with Dick’s Sporting Goods to put a new spin on the classic lookbook and building an engaging shopping experience for runners. For more behind the scenes details, check out our full Case Study.  

Visit dsg.com/running2014 to see our work, and the latest running gear, in action.  

Laura Sweltz

Laura is Viget's Director of UX Research and Strategic Initiatives. She works from our Durham, NC office, where she helps clients like Rotary International, AARP, and Time Life understand the needs and behaviors of their users.

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