Morning Update: Dick’s Sporting Goods unveils first campaign aimed at women

AdWeek: Ad of the Day: Dick’s Sporting Goods Goes the Extra Mile in Its First Campaign for Women

Athletic women are increasingly wearing workout gear as everyday fashion. And so are women who never go near a gym—giving rise to the “Athleisure” fashion trend. And with women’s activewear booming, Dick’s Sporting Goods is prepping its first ad campaign aimed directly at fitness-minded women.

Dick’s CMO Lauren Hobart gave Adweek an exclusive preview of a new spot—”Choices: Who Will You Be?”—from Anomaly, New York, that’s scheduled to break May 15 on ESPN, E!, Bravo and other networks. It’s the first ad to target women specifically in the retailer’s broader “Who Will You Be?” campaign, which launched in March.

Mumbrella Asia campaignMumbrella Asia: Philippine Commission on Women uses Pacquiao fight in campaign against domestic violence

Tribal Worldwide, DDB’s digital agency, has launched a campaign against domestic violence for the Philippine Commission on Women ahead of the Manny Pacquiao fight this weekend.

An abusive relationship is depicted in the style of a boxing match promotion poster in a series of three ads that show a man and a woman squaring up.

The campaign is to run online, on-ground, in bus ads and newspapers, the agency says.

AdAge: China Just Overhauled Its Advertising Law: Here’s What You Need to Know

Chinese legislators just updated the country’s advertising law, which hadn’t been overhauled since 1994 — well before the arrival of many Western brands, and before the internet took off.

The legislation, which goes into effect Sept. 1, will affect everything from brands’ use of celebrity endorsers to how baby formula can be promoted. It bans the use of China’s flag in ads. It says people must be able to close online pop-up ads with a single click (intrusive ads are still ubiquitous on China’s internet). And in a country of more than 300 million smokers, the law cracks down harder on tobacco advertising. Twitter hunts for UK agencies

Twitter has called its first UK pitch for creative and media agencies as the social network ramps up its consumer marketing.

The brand is handling the pitch in-house and will select a small number of creative and media shops to compete for the brief.

The winning agencies will be tasked with creating a campaign that will inform the UK public about how Twitter can help them.

The New York Times: Times Co. Reports a Loss, Tempered by Digital Growth

The New York Times Company posted a $14 million net loss for the first quarter of 2015, driven by a pension settlement charge and a drop in lucrative print advertising. But digital subscriptions continued to show solid growth, the company said on Thursday, and digital advertising grew at a double-digit pace.

Adjusted operating profit grew to about $59 million, from about $57 million in the same quarter last year. Cost reductions helped to offset a drop in revenue.


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