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 May 14
Beat the Bridge to Beat Diabetes, Seattle, Washington May 15
Dick’s Sporting Goods Pittsburgh Marathon, Pittsburgh, Pennsylvania May 15
Brentwood 10K, Los Angeles, California May 29
Stillwater Marathon, Minneapolis, Minnesota May 29
American Heroes Race, Arlington, Texas May 30
Dick’s Sporting Goods Bolder, Boulder, Colorado May 30
Ridge Run 10K, Chicago, Illinois May 30
Starlight Run, Portland, Oregon June 4
With the addition of new races in Seattle and Arlington, Texas in 2011, the number of race participants in Dick’s Sporting Goods National Runners’ Month has grown by 25,000 bringing the total number of runners to over 170,000.
The company announced the promotion and slate of races in a Mid-March 2011 press release. “National Runners’ Month is an important vehicle which allows us to further serve the running community and offer a platform that runners across the country can rally behind, ” said Lauren Hobart, Senior Vice President and Chief Marketing Officer of Dick’s Sporting Goods. “Our sponsorship of these races and all the other exciting elements of the campaign will hopefully continue to fuel the growth of running as a popular and healthy recreational activity.”
A Race for American Heroes
One of two new races sites added to the National Runners’ Month slate for 2011 is the American Heroes Race in Arlington, Texas. In its 5th year, this annual race has become a red, white and blue celebration of the men and women who have served in the United States military branches. Held on Memorial Day, which in 2011 falls on Monday, May 30, the 5K and 10K races begin and end at the ballpark of Major League Baseball’s Texas Rangers. They then wind their way through suburban neighborhoods of this city that hosted the 2011 Super Bowl.
Last year’s race had a total of 2000 runners that ranged in ages from 2 to 88 years old. With the support and promotion of Dick’s Sporting Goods, this year’s race will no doubt have even more participants.
The American Heroes Race is produced by DFW-based race management company; It’s About TIME Race Management. Company CEO, Mary Berger said, “Having a national sporting goods company like Dick’s Sporting Goods add our race to their National Runner’s Month calendar is extremely exciting to all of us who have been building this race over the years. They will just add to the excitement of a great day!”
In Good Times or Bad, People Are Born to Run
The popularity of the sport of running has grown during good economic times and especially during challenging times. Families that are struggling to make ends meet will cancel their gym membership but usually continue running for fitness. A company such as Dick’s Sporting Goods, which is in the business of selling running shoes, understands this and their sponsorship of these 10 races is a smart investment.
The company will be actively promoting these National Runners’ Month races and its participation through upcoming industry media partnerships with Active.com, Competitor.com, Mapmyfitness.com, RunnersWorld.com and RunningTimes.com.