Dick’s Sporting Goods Foundation Film Shines A Light On NYC Community ‘Co-Op City Tennis’

The giant US sports retailer’s community and cause arm shined the spotlight on a beloved organisation – Co-Op City Tennis – via a touching short film focused on respect and leadership.


Created in partnership with agency Anomaly and Park Pictures (and directed by Savanah Leaf), the spot was launched in December and shot on location in New York City.


Founded 40 years ago by Ms Lorraine and her late husband, the NYC community organisation teaches kids not just the tennis basics, but also the values of community and the merits of respect and leadership.

The initiative continue to operate despite the challenges of the pandemic and helps neighbourhood children shine through the power of sport.



The initiative was created for Dick’s Sporting Goods


By a team at agency Anomaly which included ECD Seth Jacoms, CDs Bryce Cline and Jeremy Straight, Senior Copywriter Kelsey Fritz, Senior AD Haley Buchner, HOP Chad Hopenwasser and Senior Producer Annie Vlosich.


The production company was Park Pictures with Director Savanah Leaf, EPs Jackie Kelman Bisbee and Dinah Rodriguez, Line Producer Caroline Onikute, 1st Assistant Director Otis Fung, DP Jody Lee Lipes and Editor Jeff Ferruzzo of Arcade Edit.





This tennis themed ad from the retailer’s foundation follows on from the giant US sports shop’s ‘Every Season Starts At…’ e-commerce focused festive campaign (see case study).





Dick’s Sporting Goods



Anomaly NY



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