DICK'S Sporting Goods and NIKE, Inc. Enlist Dave "Lil Dicky" Burd and Diana Taurasi to Find the Next Generation of Hoopers with "The Scouts Are Out" Campaign
Rhea-AI Summary
DICK'S Sporting Goods (NYSE: DKS) and NIKE, Inc. launched "The Scouts are Out" campaign on March 17, 2026, featuring Dave "Lil Dicky" Burd and Diana Taurasi as veteran scouts hunting for the next generation of hoopers.
The multi-spot campaign includes Jayson Tatum, Sabrina Ionescu, Shai Gilgeous-Alexander, Stephon Castle and Tyran Stokes, and runs across broadcast, online video and social media, with merchandise available at DICK'S stores, DICKS.com and the DICK'S mobile app.
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News Market Reaction – DKS
In the Mar 17 session, DKS gained 1.52%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Mar 13 | Film campaign launch | Positive | -2.8% | SXSW premiere of World Cup-themed documentary and related product promotion. |
| Mar 12 | Earnings and guidance | Positive | +1.1% | Record Q4 sales, detailed 2026 guidance, and Foot Locker acquisition update. |
| Feb 06 | Earnings call notice | Neutral | +1.3% | Announcement of timing and access details for Q4 and full-year results call. |
| Feb 04 | Athlete partnership | Positive | +3.7% | Extension of Maxfli golf ball partnership and launch of Tour X-LS at DICK'S banners. |
| Jan 28 | Olympic campaign | Positive | -0.1% | Launch of Team USA Ambassadors program with grants tied to athlete performance. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Marketing and branding announcements have produced mixed reactions, while core earnings and product/athlete partnerships have more often aligned with positive price moves.
Over the last few months, DICK'S issued a series of brand- and event-driven updates alongside major financial news. A March 12, 2026 earnings release highlighted record DICK’S Business sales and detailed Foot Locker integration, with a modest positive price move. Marketing initiatives around Team USA, SXSW film content, and athlete partnerships (e.g., Maxfli and Ben Griffin) showed varied stock reactions, including both gains and pullbacks. Today’s Nike co-branded basketball campaign fits into this pattern of brand storytelling layered on top of a recently updated financial and M&A backdrop.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Also featured are Jayson Tatum, Sabrina Ionescu, Shai Gilgeous-Alexander, Stephon Castle and Tyran Stokes
In the anthem spot, which draws inspiration from movie trailer storytelling, rapper and comedian Dave "Lil Dicky" Burd and WNBA legend Diana Taurasi play veteran scouts on the hunt for the next generation of hoopers. Their go-to scouting grounds? A place where future and present stars of the game walk right through the doors – DICK'S Sporting Goods. With cameos from 2024 NBA Champion and NBA All-Star Jayson Tatum, 2024 WNBA Champion and WNBA All-Star Sabrina Ionescu, 2025 NBA Champion and MVP Shai Gilgeous-Alexander, 2025 NBA Rookie of the Year Stephon Castle, and the consensus top high school recruit Tyran Stokes, "The Scouts are Out" positions DICK'S "the best place you could ever scout anything".
"March is when the spotlight gets brighter for basketball players everywhere," said Melissa Christian, VP of Brand Building at DICK'S Sporting Goods. "We're having fun with that idea by celebrating how everyone from household names to the next wave of talent comes to DICK'S, because they know we have the gear, and expertise, they need to level-up their game."
The campaign is running now across broadcast, online video and social media, with the remaining spots releasing over the coming weeks. Hoopers and fans everywhere can gear up for March at DICK'S locations nationwide, online at DICKS.com and on the DICK'S mobile app.
"The Scouts are Out" marks the second time DICK'S and NIKE, Inc. have joined forces on an ad campaign of this caliber. The first time was in 2023 when the brands collaborated on "Sports Change Lives", which consisted of personal stories from 10 Nike and Jordan Brand athletes, spotlighting the ways sports have changed their lives.
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.
Media Contacts
DICK'S Sporting Goods – press@dcsg.com
Category: Company
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SOURCE DICK'S Sporting Goods, Inc.