DICK'S and adidas Celebrate FIFA World Cup 2026™ with Star-Studded "Where It All Kicks Off" Campaign
Rhea-AI Summary
DICK'S Sporting Goods (NYSE:DKS) and adidas launched the FIFA World Cup 2026™ campaign “Where It All Kicks Off” on June 9, 2026. The ad features Lionel Messi, Lamine Yamal, Trinity Rodman, Patrick and Brittany Mahomes, Juanpa Zurita and Cobi Jones, and highlights adidas soccer gear available at DICK'S.
The partners will support in-store activations, national ticket sweepstakes and community events. The DICK'S Sporting Goods Foundation will fund up to $250,000 in youth soccer projects through DonorsChoose.
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News Market Reaction – DKS
In the Jun 9 session, DKS gained 2.91%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
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Ad spot features Lionel Messi, Lamine Yamal, Trinity Rodman, Patrick and Brittany Mahomes, Juanpa Zurita and Cobi Jones
Featuring adidas athletes Lionel Messi, Lamine Yamal, Trinity Rodman, Patrick and Brittany Mahomes, Juanpa Zurita and Cobi Jones, the campaign taps into the energy, style and momentum of soccer's biggest stage while positioning DICK'S as the starting point for all FIFA World Cup excitement and, of course, gear.
Produced by OBB and developed by Bolded, OBB's branded entertainment content studio, the spot opens inside a DICK'S House of Sport store. Each touch of an adidas product serves as a gateway into larger-than-life soccer moments that reflect the growing intersection of sport and culture surrounding the game. Cobi Jones acts as a guiding force, subtly setting in motion the moments that unfold as athletes interact with cleats, jerseys and apparel. First, Juanpa Zurita is transported from DICK'S House of Cleats to a rooftop game with Lamine Yamal. Trinity Rodman grabs adidas' throwback
"Few events capture the excitement and passion of sport like the World Cup," said Melissa Christian, VP of Brand Building at DICK'S. "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."
Where It All Kicks Off launched today on social and will make its broadcast debut on June 11 as the first FIFA World Cup 2026™ match kicks off.
"The FIFA World Cup coming to our backyard this summer is a once-in-a-generation moment for sport in
"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," said Michael D. Ratner, Founder and CEO of OBB Media. "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. At OBB, we want to show up at the center of culture and entertainment. This campaign with adidas and DICK'S celebrates the magic of the sport on the biggest global stage and inspires the next generation of fans to see where the game can take them."
adidas soccer product and team gear are available in DICK'S stores nationwide, online at DICKS.com and on the DICK'S mobile app. DICK'S and adidas are also bringing the excitement of the World Cup to life through elevated in-store experiences and consumer activations designed to engage athletes and fans across the country. From premium store environments, national ticket sweepstakes and on-the-ground events in key cities, these efforts extend the energy to the tournament beyond the ad and into communities nationwide.
In addition, The DICK'S Sporting Goods Foundation is partnering with DonorsChoose to expand access to the game at the grassroots level, funding up to
About DICK'S Sporting Goods, Inc.
DICK'S Sporting Goods creates confidence and excitement by inspiring, supporting and personally equipping all athletes to achieve their dreams. Founded in 1948 and headquartered in
Driven by its belief that sports have the power to change lives, DICK'S has been a longtime champion for youth sports and, together with its Foundation, has donated millions of dollars to support under-resourced teams and athletes through the Sports Matter program and other community-based initiatives. Additional information about DICK'S business, corporate giving and employment opportunities can be found on dicks.com, investors.dicks.com, sportsmatter.org, dickssportinggoods.jobs and on Instagram, TikTok, Facebook and X.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/
About OBB
OBB is the award-winning next-gen entertainment studio driving culture through innovative storytelling across film, television, digital, branded content, live experiences, ventures, and more. Founded by entrepreneur and filmmaker Michael D. Ratner, OBB has built a global audience of billions. By marrying zeitgeist-defining creative work across traditional and new media, with the capabilities of a vertically integrated production studio, defining how a new generation of audiences consume content and engage with brands. OBB's branded content studio, Bolded, specializes in creating culture-driven campaigns for the world's biggest brands and talent. Led by Ratner, co-founder Scott Ratner and a talented team of storytellers, the company has offices in both West Hollywood, CA and New York City and also operates OBB Studios, a 15,000+ square-foot, state-of-the-art production and event facility in Hollywood, CA. For more information, visit the company website at www.obbmedia.com or follow @obb on Instagram.
Media Contact
DICK'S Sporting Goods – press@dcsg.com
Category: Company
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SOURCE DICK'S Sporting Goods