DICK’S Sporting Goods

Project Lead: Shane Pilster
Collaborating Artist: Max Gonzales
Client: DICK’S Sporting Goods
Partners: Rivers of Steel, 232 Creative
Date: June 2021
Medium: Spray paint
Primary Mural Size: 52’ x 10’
Location: Carrie Furnaces, Pittsburgh, PA

For its 2021 Back-to-School campaign, DICK’S Sporting Goods wanted a bold, graffiti-inspired visual system that could scale across nearly 900 stores nationwide. The artwork needed to feel energetic, authentic, and adaptable across multiple formats, including in-store environments, video, social media, and national advertising.

DICK’S marketing team approached me to develop a large-scale mural that could serve as the visual foundation for the campaign. After several collaborative concept sessions with multiple internal teams, we finalized a direction that blended street-level energy with clean, brand-ready execution.

To keep the project confidential until launch, I negotiated and coordinated a private space rental at the historic Carrie Blast Furnaces, managing access, scheduling, and full removal immediately after production. Over two days, I led the creation of a 52-foot mural, additional branded elements, and supporting assets designed specifically for video capture and in-store adaptation.

I coordinated closely with DICK’S marketing, creative, and production teams to ensure the artwork translated seamlessly across physical murals, short-form video, photography, and nationwide retail environments.

Max Gonzales collaborated on painting the primary mural and supporting elements, including stencil work used in video content and additional painted panels delivered to DICK’S design team. 232 Creative documented the full process and produced high-resolution imagery and video assets for use across the campaign.

The mural became the visual backbone of DICK’S 2021 Back-to-School campaign, appearing across digital ads, video, social media, and nearly all DICK’S Sporting Goods stores nationwide. The project demonstrated how large-scale graffiti and mural work can function as a flexible branding system while driving engagement both online and in-store.

• Co-lead artist, project coordinator, and primary client liaison
• Contracting, administration, and copyright transfer negotiation
• Site negotiation and production planning at Carrie Furnaces
• Hired and directed 232 Creative for campaign documentation
• Coordinated design revisions DSG marketing teams, painting schedules, and production days with all organizations
• Painted primary mural and campaign assets with Max Gonzales

DICK’S Sporting Goods later invited Shane back for additional on-campus artwork at their corporate offices, reflecting an ongoing creative relationship.