Over the past two years, Dick’s Sporting Goods has quietly been churning out some of the most authentic and emotionally-driven sports commercials on television. Whereas Gatorade can capture the intensity and competitive nature of sports, Dick’s has mastered the ability to portray the pure innocence and joy of sports that taps into our inner child. Many brands don’t realize the importance of creating an emotional connection with their customers. Of those who do, even fewer can execute it correctly.

In 2012, Dick’s released a commercial simply entitled “The Glove.” It depicts a young boy who receives a baseball glove for Christmas, and his enamored younger brother who admiringly watches his big bro grow up and rise through the ranks of his baseball career – all the while with his perfectly worn-in glove. It’s sincere and poignant, without being overly-produced or sappy. If you don’t get a chill watching it, then you may not have a heart:

https://www.youtube.com/watch?v=j6WW8SRjrEc

Dick’s newest series of commercials, entitled “Sports Matter,” have been getting heavy rotation during the current 2014 NHL playoffs, and are focused on raising awareness on the importance of school athletics programs (an estimated $3.5 billion was cut from school sports budgets between 2009 and 2011).

The spots profile three student athletes dealing with struggles in their lives, and demonstrate how teammates, coaches and sports in general help them to overcome their own personal battles. From a young pitcher (Daniel – #19) dealing with the death of his grandfather to a lacrosse player (BD – #9) who is juggling school, sports, a part-time job and caring for her family – each story is a touching vignette of three very different children with one unifying passion/escape. You don’t need to be an athlete or even a sports fan to root for these inspired teens.

At the center of this campaign is the goal of the Dick’s Sporting Goods Foundation to award up to $2 million in grants to disbanded or financially challenged youth sports teams across the country. It’s clearly self-preservation for a brand that is dependent on the success of youth sports, but it’s wrapped in such authenticity that I’m okay overlooking the underlying strategy.