US omni-channel sporting retailer Dick's Sporting Goods, held a fashion show in New York City to showcase their latest apparel, outerwear and footwear collections.
The brand wanted to create a memorable and cutting-edge experience that would cause a stir in the sports and fashion industries, while also providing consumers with autumn and winter fashion inspiration ahead of the holiday shopping season.
Dick's returned to long-time strategic partner, Invnt, for ideation, design and the production of the experience.
“The event was intended to blend a fashion show and an immersive brand experience. This meant having an entry that let guests peek backstage at the model prep area and walk through a red-carpet experience before even getting to the main room,” said Matt Flachsenhaar, senior creative director at Invnt.
Held at Chelsea's historic Caldwell Factory in Chelsea, there was a VIP list of attendees that included celebrities and influencers, who gathered in a digital forest which recreated the transition from autumn to winter. The crowd watched as the leaves turned from orange to brown, initially set against an orange-hued light before blue audio visual effects and falling snow took over to mark the change of season.
Using 14 vertical LED pillars dotted around the room to create a runway effect including front row views for all attendees, the show looked spectacularly decadent - even decorated with real trees and leaves.
The visuals were further enhanced by two tracks custom made by Invnt, which played as sports and entertainment stars, social media influencers and models walked the runway.
All of the models were decked out in various brands, all available at Dick's.
Flachsenhaar said: “We wanted to highlight how Dick's Sporting Goods doesn’t sell only performance-based gear, but clothes that look good walking around the city. Invnt played on the natural rawness and exposed brick in the space with our digital pillars, showing a traditional fall and winter environment in the city rather than an active, sporty one."
The show earned nearly 340 media and social placements as well as 95m impressions for Dick's. Various media outlets like CBS Sports HQ, People, E Online, US Weekly and InStyle covered the experience, and the stars who walked the runway all posted about it on their social channels.
“Invnt was a key strategic and execution partner of ours on this brand reconsideration event,” said Jennifer Moreau, Vice President of public relations and corporate communications at Dick's Sporting Goods. “We set out to do something we had never done before as a company, and the energy, creativity and expertise they brought to the process from start to finish helped ensure the event was a success. The event proved to increase awareness of the Dick's assortment by garnering extensive press and social coverage for our fall and winter collections.”