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Dick’s Sporting Goods George Lange


Dick’s Sporting Goods hired me because they wanted my eyes on their world. They did not want action shots. They were not interested in perfectly new catalog shots, or for any particular brand they carry. They wanted to get at the emotional side of youth sports.  

Dick’s is a big believer in the power of youth sports to build community and character - both in the parents and kids. My assignment allowed me to document the loud moments and the quiet ones; the emotions that accompany successes AND failures; the obsession with gear and the rituals that accompany it; the inside of packed cars and motel rooms when a team is on the road. I shot the moments we often see but rarely document - packing up gear and unloading cars, the subculture on the bench and in the dugouts, all that happens before the first pitch or taking off your cleats after a long tournament. Often these are the small moments that reveal the greatest passion.

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