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

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.

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.

Argus Mar 17 session

+1.52% close to close Open Argus

Details

News Market Reaction – DKS

On Mar 17, the day this news came out, DKS closed 1.52% above the previous close.

Data tracked by StockTitan Argus for the Mar 17 session.

Market Context

This announcement highlights a co-branded basketball campaign with NIKE, leveraging star athletes an...

Analysis

This announcement highlights a co-branded basketball campaign with NIKE, leveraging star athletes and March’s heightened focus on hoops to position DICK’S as a key destination for players and fans. It extends a history of brand- and athlete-driven storytelling layered onto recently reported record FY2025 sales and the Foot Locker acquisition. Investors may watch how such campaigns translate into traffic and sales metrics against that updated guidance backdrop, especially as shares trade below the 200-day moving average.

Key Figures

Founding year: 1948 SXSW film year reference: 1994 First joint campaign year: 2023 +4 more

Founding year

1948

Company founding date mentioned in about section

SXSW film year reference

1994

Documentary title 'Summer of '94' referenced in recent history

First joint campaign year

2023

Year of prior 'Sports Change Lives' campaign with NIKE, Inc.

NBA champion year

2024

Jayson Tatum referenced as 2024 NBA Champion

WNBA champion year

2024

Sabrina Ionescu referenced as 2024 WNBA Champion

NBA MVP year

2025

Shai Gilgeous-Alexander referenced as 2025 NBA MVP

Rookie of the Year

2025

Stephon Castle referenced as 2025 NBA Rookie of the Year

Historical Context

5 past events · Latest: Mar 13

5 events

1. Mar 13

   Film campaign launch

   24h Move

   -2.8%

   SXSW premiere of World Cup-themed documentary and related product promotion.

2. Mar 12

   Earnings and guidance

   24h Move

   +1.1%

   Record Q4 sales, detailed 2026 guidance, and Foot Locker acquisition update.

3. Feb 06

   Earnings call notice

   24h Move

   +1.3%

   Announcement of timing and access details for Q4 and full-year results call.

4. Feb 04

   Athlete partnership

   24h Move

   +3.7%

   Extension of Maxfli golf ball partnership and launch of Tour X-LS at DICK'S banners.

5. Jan 28

   Olympic campaign

   24h Move

   -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.

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Also featured are Jayson Tatum, Sabrina Ionescu, Shai Gilgeous-Alexander, Stephon Castle and Tyran Stokes

PITTSBURGH, March 17, 2026 /PRNewswire/ -- Today, DICK'S Sporting Goods (NYSE: DKS), in collaboration with NIKE, Inc. (NYSE: NKE), unveiled "The Scouts are Out", a new campaign launching ahead of basketball's biggest month. Built around an unexpected, yet logical idea – the best place to scout the game's top talent is DICK'S – the campaign consists of a series of videos that feature a roster of Nike, Jordan Brand and Converse athletes, and highlights March as a pivotal time when young hoopers showcase their skills and rise in the ranks.

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 Pittsburgh, DICK'S is a leading omni-channel retailer and an iconic brand in sport and culture. Its banners include DICK'S Sporting Goods, Golf Galaxy, Public Lands and Going Going Gone! in addition to the experiential retail concepts DICK'S House of Sport and Golf Galaxy Performance Center. As owner and operator of the Foot Locker Business, including Foot Locker, Kids Foot Locker, Champs Sports, WSS and atmos, DICK'S serves the global sneaker community across North America, Europe, Asia and Australia, plus a licensed store presence in Europe, the Middle East and Asia. DICK'S also owns and operates GameChanger, a youth sports mobile platform for live streaming, scheduling, communications and scorekeeping. 

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.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What is DICK'S (DKS) "The Scouts are Out" campaign announced March 17, 2026?

It is a multi-spot marketing campaign pairing DICK'S and NIKE to highlight emerging basketball talent. According to the company, the campaign features videos with Dave "Lil Dicky" Burd and Diana Taurasi and appearances by top NBA and WNBA players.

Which athletes appear in the DKS and NIKE "The Scouts are Out" ads?

The campaign features Dave "Lil Dicky" Burd, Diana Taurasi and several star athletes. According to the company, cameos include Jayson Tatum, Sabrina Ionescu, Shai Gilgeous-Alexander, Stephon Castle and Tyran Stokes.

Where and when can fans view DICK'S (DKS) "The Scouts are Out" campaign content?

The campaign is running now across broadcast, online video and social media. According to the company, remaining spots will release over the coming weeks and run throughout March across multiple channels.

How does the DKS campaign tie into shopping at DICK'S Sporting Goods?

The ads position DICK'S as the go-to place for scouting and gear for hoopers. According to the company, fans can gear up at DICK'S locations, DICKS.com and the DICK'S mobile app.

Is the DKS and NIKE collaboration new or a repeat partnership?

This is the second major ad collaboration between DICK'S and NIKE. According to the company, their prior joint campaign was "Sports Change Lives" in 2023 featuring personal athlete stories.