by Art Young

Created on: April 05, 2011   Last Updated: April 06, 2011

When it comes to sports, there are observers and there are participants. National sporting goods retailer, Dick’s Sporting Goods (NYSE:DKS) knows that these participants are its best customers. It is, therefore, perfectly logical that the company would declare the month of May as National Runners’ Month and support this effort by sponsoring 10 races throughout the U.S.

Chris Cooper, author of the book “Long May You Run” and the blog “Writing on the Run” noted that there are about 36 million runners in the United States and this number is growing at a rate of about 18 percent a year. In its “State of the Sport” analysis, “Running USA” estimated that there are about 15 million people who run at least 100 days each year. Unless they are a part of the small group that chooses to run barefoot, these runners must buy shoes and the publication estimates that they buy about 40 million pair each year and spend upwards of $2.3 billon on these. It’s small wonder why a company like Dick’s Sporting Goods would want to encourage running!

May is National Runners’ Month

In announcing the slate of races the company noted, “The foundation of Dick’s Sporting Goods National Runners’ Month will be the activation of major sponsorship at ten premiere running events in metro cities across the country. In addition, the month-long running celebration will be surrounded by a comprehensive marketing program that includes the announcement of three widely respected running ambassadors, a major charity initiative, social and digital media elements along with running specials and promotions throughout May.”

The company website and background materials note that Dick's Sporting Goods, Inc. is “an authentic full-line sporting goods retailer offering a broad assortment of brand name sporting goods equipment, apparel and footwear in a specialty store environment. The Company also owns and operates Golf Galaxy, LLC, a multi-channel golf specialty retailer. As of January 29, 2011, the Company operated 444 Dick's Sporting Goods stores in 42 states, 81 Golf Galaxy stores in 30 states and e-commerce and catalog operations for both Dick’s Sporting Goods and Golf Galaxy.”

The ten races that will encompass the 2011 Dick’s Sporting Goods National Runners’ Month event calendar include:

Chuy’s Hot to Trot, Austin, Texas May 7

Palos Verdes Marathon, Los Angeles, California

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