“Who will you be at this unholy hour? When no one is watching and the smallest decisions mean the most. Who will you be then?”
So begins a new series of ads from Dick’s Sporting Goods as part of their campaign “Who Will You Be?” The 60-second spot features ordinary women pushing through the hardest parts of working out, whether it’s that last rep or the early morning wake-up.
Launched in March 2015, the larger “Who Will You Be?” campaign explores the decisions athletes make on a daily basis when it comes to being successful both on and off the field. This type of everyday decision-making is familiar to anyone trying to stay active, particularly women.
Eight 15-second vignettes of individual women are included in longer spot above, all highlighting the challenges and rewards of balancing life and fitness.
“This campaign recognizes the fact that women juggle a lot every day, so making the choice to work out is a challenging choice for people,” a rep for Dick’s Sporting Goods told The Huffington Post. “This campaign celebrates those decisions, and celebrates people for making them.”
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