Dick's garners valuable air-time on The Apprentice

Real reality and TV reality have been merging frequently in primetime this season. First, Bally gets teams on "The Apprentice" to dream up new fitness classes as well as marketing for them. Now, Dick's Sporting Goods is getting its moment of fame on the Donald Trump show.

Real reality and TV reality have been merging frequently in primetime this season. First, Bally gets teams on "The Apprentice" to dream up new fitness classes as well as marketing for them. Now, Dick's Sporting Goods is getting its moment of fame on the Donald Trump show.Â

Scheduled to air on Oct. 27, the hour-long episode featuring Dick's will challenge the two competing teams to create an in-store interactive event that will engage customers, drive traffic and ultimately increase sales. Reportedly, Dick's negotiated as many details of its Apprentice experience as possible to leverage the exposure and PR opportunities: The challenge takes place inside its stores to show those off. The episode is the sixth of the new season, timing meant to give the show enough time to build momentum but still have enough competitors left to handle a team assignment. And Dick's even sponsors the reward at the end of the show.

The outcome of the two teams' efforts was so well-received by Dick's management that it has created a promotional challenge of its own inspired by the "Apprentice" task, planned for Oct. 28-30 in 107 stores.

The "Make It Take It Sharpshooter Challenge," gives customers 24 seconds to make five shots -- one at each designated floor spot. The more baskets made, the more prizes won. If a customer makes all five shots, they win all five prizes plus a $100 gift card from Dick's. Adidas has provided specially-designed signage and props that give the event area a real basketball court look and feel. Other sponsors include Spalding, Lifetime, the NBA and EA Sports.

Media research firm PQ Media estimated the value of product placement deals rose 30.5 percent in 2004 and likely would rise another 22.7 percent to $4.24 billion this year propelled by "marketers wary of ad-skipping technologies" -- like TiVo or a trip to the bathroom. Dick's has had a rocky road financially since its purchase of Galyan's, admitting it hasn't paid enough attention to store promotion. It said the Apprentice deal was an opportunity to raise awareness in the new Dick's markets as well as pump some energy into existing ones.

SNEWS® View: We'd say so and more! You've got a national TV audience watching a basic business planning session, but Dick's gets more TV time than it could begin to afford or likely would invest in. What great timing too – right before the big holiday season kicks off. Hmm, wonder if there is an Apprentice episode out there for a specialty store? Now that would be a challenge for the shows wanna-be's.


Trump's Apprentice puts spotlight on Dick's Sports and merchandising

It was definitely a big ol' sweet treat, not a trick, for Dick's Sporting Goods on Donald Trump's popular reality show, "The Apprentice," on Oct. 27. Two highly motivated teams of apprentice-wannabe's slammed into separate Dick's Sporting Goods stores with the assignment to ...read more


Brand loyalty in recessionary times…comScore's Gian Fulgoni offers valuable insights

Gian Fulgoni, co-founder and executive chairman of comScore, presented a webinar recently with an intriguing subject line: “Brand loyalty in recessionary times: Can we apply today’s lessons tomorrow?” SNEWS® was an invited guest to the presentation, and what follows are summary ...read more

The time is Nau to open a first store in Boulder

Two years after SNEWS® first publicly lifted the veil on a newly formed company that had hoped for secrecy and quiet, the first Nau store opened for business on Mar. 27 in Boulder, Colo. We sent a SNEWS® reporter to the store to get a first peek at this new concept of a ...read more

OIA Rendezvous garners record attendance, huge smiles

The Outdoor Industry Rendezvous, an annual Outdoor Industry Association (OIA) event, this year hosted more than 250 outdoor industry members at the Beaver Creek Resort in Colorado from Sept. 30 to Oct. 3. Attendance was up 25 percent overall with more sales reps (13 in 2004 ...read more

Fitness financials: Life Fitness parent reports soaring earnings, plus Nike, Bally, Life Time Fitness, Dick's, Sport Chalet, GSI, Puma

Life Fitness parent's earnings, sales soarWith each of its three divisions including fitness posting double-digit growth, Brunswick Corporation (NYSE: BC) enthusiastically raised earnings-per-share guidance for the third quarter and the 2004 year and estimated it would close the ...read more

Fitness financials: Shareholder begins talks with Nautilus about turnaround plans, plus Bally, Life Time Fitness, Hibbett Sports, Dick's Sporting Goods, adidas, Foot Locker

Shareholder begins talks with Nautilus about turnaround plans Nautilus' (NYSE: NLS) largest shareholder, Sherborne Investors LP, has started talks with the company about its turnaround plans, according to a SEC filing. It owns 6.6 million shares, representing a 21 percent stake ...read more

Fitness financials: Bally gives 3Q highlights while awaiting delayed earnings restatement, plus Dick's, Foot Locker, Hibbett, Nike, Kmart/Sears, G.I. Joe's, Wal-Mart

Awaiting earnings restatement, Bally gives 3Q highlightsDays after announcing it would do a complete results restatement of more than four years of earnings, which would not be ready until at least July 2005, Bally Total Fitness Holding Corp. (NYSE: BFT) held an earnings call to ...read more

Fitness: Did you hear?...Leisure Fitness is in growth mode, GearTrends® hosts H & F Biz party, plus SportsArt, Stott, Lamar, Octane, Nautilus, David Bowie and more…

For the week of Sept. 13-19 >> Continuing its growth roll on the mid-Atlantic coast, Leisure Fitness will be moving in November into a new 70,000-square-foot corporate headquarters -- more than twice the size of its current location. Since October 2002, the specialty chain has ...read more

The time is "Nau" for new concept in retail

It wasn't much more than a year ago in May 2005 that SNEWS® first broke the story of an eclectic gathering of industry minds and investors under the mysterious moniker of UTW – click here to read. By the end of the year, UTW had become officially known as Nau, with sights set on ...read more