Dogs dressed in sports gear. Roaring fans. That’ll sell merchandise, right?


Actually creating the campaign for, the largest online retailer of official sports gear, was based on a solid insight: A fan’s passion runs so deep, even sworn enemies can come together to root for their favorite team.

Dalton wanted to tap into that passion, and connect with sports “fanatics” in a comedic way.

If sports can bring together a mailman and a dog, then certainly it can bring together a kooky husband and his patient wife.

Both spots were shot four different ways, highlighting a different team each time. Which meant getting great performances multiple times. Don’t worry, our dog had a double. Our mailman, not so much.


This campaign successfully communicated that was a place where true fans can shop for everything sports.