Dick's Sporting Goods Sports Matter - Tyler 2025

Description

This documentary-style video for Dick's Sporting Goods follows a young Black athlete named Tyler living in Harlem, New York. The footage captures intimate moments of him reflecting in his dimly lit bedroom, stringing a lacrosse stick, and moving through his apartment building and city streets. The cinematic lighting and low-key visual grading create a poignant atmosphere that highlights personal resilience and sport. Throughout the piece, he shares his experiences with loss and finding routine through lacrosse. Created with music and strategy by Anomaly, the campaign brings personal athletic journeys to the forefront.