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By John Glenday, Reporter

August 10, 2022 | 2 min read

Dick’s Sporting Goods (DSG) has set its latest musical ad campaign in motion with a husband-and-wife dance duo battling to keep pace with their doubles.

Promoting the DSG X Twitch + Allison collection, the high-energy piece pairs couple Stephen ‘tWitch’ Boss (The Ellen DeGeneres Show) and Allison Holker (So You Think You Can Dance) together for an uptempo dance session – where their mirror images steal the show.

Watching incredulously as their reflections exit stage right, the pair tentatively push their way into an alternate mirror dimension where they can dance with their mirrored selves without being bound by the laws of physics.

Where Eagles Dare founder and executive creative director Brian Franks said: “What a fun campaign, working with amazing partners. How better to feature the latest DSG X Twitch + Allison drop than with an imaginative 90s-style dance battle v themselves set to the classic throwback jam Din Daa Daa?”

Serving as a continuation of a series of clothing line launches, the mind-bending campaign heralds the arrival of the brand’s fall collection by showcasing the bold styles of the married dancing pair, who have cultivated an Instagram following of close to 6 million.


Client: Dick’s Sporting Goods

CMO: Ed Plummer

Director, category marketing: Jason Kline

Sr. manager brand creative: Todd Moline

Brand manager: Alexandra Camardo

Agency: Where Eagles Dare

Founder + Executive Creative Director: Brian Franks

Creative director: Zam Cadden

Production company: Identity

Executive producer: Alana Hearn

Director: Alan Ferguson

Producer: Alex P Willson

Producer: Nandi George

Editor: Deji LaRay

Additional editing: Russell Santos

Assistant editor: Sakhe Jele

Colorist: David Torcivia

VFX: Strange Creative

VFX supervisor: Andres Jaramillo

VFX producer: Edgar Romero

Dick's Sporting Goods Brand Strategy Sportswear

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