DICK'S and adidas bring World Cup buzz to fans

The campaign positions DICK'S as a destination for football fans and players ahead of the competition

DICK'S Sporting Goods and adidas have launched Where It All Kicks Off, a joint campaign designed to build excitement around the FIFA World Cup 2026 as the tournament takes place across North America.

The campaign positions DICK'S as a destination for football fans and players ahead of the competition, combining a star-studded advertising campaign with in-store activations, community initiatives and product launches.

Athletes and creators feature in campaign

The campaign features football stars Lionel Messi, Lamine Yamal and Trinity Rodman, alongside Patrick Mahomes, Brittany Mahomes, creator Juanpa Zurita and former US football international Cobi Jones.

Produced by OBB Media and developed by Bolded, the advert begins inside a DICK'S House of Sport store. Throughout the film, interactions with adidas products transport athletes and fans into football-inspired scenarios that blend sport, entertainment and culture.

The storyline includes Juanpa Zurita joining a rooftop match with Lamine Yamal, Trinity Rodman stepping into a football video game, and Patrick and Brittany Mahomes participating in football-themed experiences. The campaign concludes with a young fan wearing Lionel Messi’s adidas F50 Messi El Último Tango boots before joining the football icon on the pitch.

Campaign extends beyond advertising

Melissa Christian, Vice President of Brand Building, DICK'S Sporting Goods: "Few events capture the excitement and passion of sport like the World Cup. With adidas' deep roots and long-standing connection to the tournament, this partnership is a natural way to bring that energy to athletes everywhere and highlight how DICK'S helps them step into their own World Cup moment."

The campaign launched on social media and made its broadcast debut on 11 June, coinciding with the opening match of the FIFA World Cup 2026.

In addition to the advertising activity, DICK'S and adidas are rolling out in-store experiences, fan activations and ticket sweepstakes designed to engage football supporters across the United States. The brands said these initiatives will include premium retail displays and events in key cities throughout the tournament period.

Grassroots football initiative announced

Chris Murphy, Senior Vice President, Brand Marketing, adidas North America: "The FIFA World Cup coming to our backyard this summer is a once-in-a-generation moment for sport in North America, and we wanted to partner with DICK'S Sporting Goods to meet that energy with something truly special and reflective of the moment."

Alongside the campaign, The DICK'S Sporting Goods Foundation is partnering with DonorsChoose to support youth football programmes across the United States.

The initiative will provide up to $250,000 in funding for projects at historically underfunded schools, with teachers able to apply for support for boys' and girls' football programmes while funding remains available.

Storytelling reflects tournament anticipation

Michael D. Ratner, Founder and CEO, OBB Media: "We wanted to create a spot that captures the feeling of what the World Cup represents - possibility, imagination and the way the game can transport people beyond the sidelines. By blending iconic athletes, cultural voices and immersive storytelling, we set out to turn everyday moments inside a DICK'S store into larger-than-life experiences that reflect the excitement building around the tournament."

The campaign forms part of broader efforts by DICK'S Sporting Goods and adidas to capitalise on growing interest in football in North America ahead of the FIFA World Cup 2026.

www.dickssportinggoods.com

www.adidas-group.com

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