Dick’s Sporting Goods, Team USA and LA28 announced an exclusive partnership designating DKS as its official sporting goods retailer. DKS will also serve as an official supporter of Team USA for the Paris 2024, Milano Cortina 2026, and LA28 Olympic Games.
In celebration of this partnership, DKS announced it will run ads during NBC’s upcoming coverage of the Paris 2024 Olympic and Paralympic games. The retailer first partnered with Team USA during the Rio 2016 and PyeongChang 2018 Olympic Games.
As an official supporter, DKS will run marketing surrounding the Olympic games in its stores nationwide with “original storytelling, advertising and social content that feature athletes and the iconic Team USA brand.”
While DKS will continue selling Team USA-licensed products, the partnership also presents an opportunity for the retailer to co-create exclusive LA28-branded gear with LA28 licensees sold through DKS in-store and online. The agreement also includes travel and training apparel using Dick’s owned brands for eleven Team USA national governing bodies, beginning with USA Canoe/Kayak this summer.
“We are thrilled to be a part of Team USA’s journey for years to come and are looking forward to welcoming the summer games back to the U.S. for the first time in more than 30 years in Los Angeles,” said Mark Rooks, VP of creative, sponsorships and entertainment at DKS. “As the Official Sporting Goods Retail Provider of LA28, we are exploring ways to engage the community, celebrate with fans across the country and further our investment in youth sports.”
“We couldn’t be happier to have Dick’s Sporting Goods back in the Olympic and Paralympic family,” said Chris Pepe, chief commercial officer at U.S. Olympic and Paralympic Properties (USOPP). “LA28 is reimagining the way the Games serve the world, and sport is at the core of that. Additionally, Dick’s ongoing involvement in youth sports will inspire future athletes across the world, during and well after the Games conclude.”
DKS also released a new marketing campaign called Big Moments. Through a compilation of 30 user-generated sports content, DKS said, “Big Moments showcases that the biggest moments in sports don’t just happen in sold-out arenas, on national TV or with a world record on the line; they happen every day in youth sports, anywhere and everywhere people play, and have a powerful impact on young athletes’ lives.”
Big Moments is an extension of Dick’s Sports Change Lives campaign, which launched in March 2023.
Today, Big Moments started running across social and streaming services and will make its broadcast debut during the Olympic Games Paris 2024 on NBC. The campaign will continue to run across NBC platforms throughout the Games. To further amplify the content, DKS tapped Gabby Douglas, Tony Hawk, Dominique Dawes, Ezra Frech, and others to share their most significant moments and interact with consumers.
Image courtesy Dick’s Sporting Goods
