DICK'S Sporting Goods Opens Internal Influencer Program to the Public

Rhea-AI Summary

DICK'S Sporting Goods (NYSE: DKS) announced the expansion of its internal influencer program, the DICK'S Varsity Team, opening it to the public. The program, previously to employees, will now accept applications from sports and social media enthusiasts until February 27, 2025.

Selected team members will create original social media content in collaboration with DICK'S and its top brands, receiving benefits including paid contracts, monthly DICK'S gift cards, and opportunities for brand exposure. Olympic gold medalist Tara Davis-Woodhall, Paralympic gold medalist Hunter Woodhall, and the Cavinder twins will serve as mentors.

Since its 2023 internal launch, the program has generated over 1,000 pieces of content with 38 million impressions, featuring in 10 campaigns for DICK'S and national brands like Away, Carhartt, New Balance, and Brooks.

Positive

• Program has demonstrated success with 38 million impressions from 1,000+ content pieces
• Partnerships with high-profile athletes as mentors enhance program credibility
• Program expansion creates new marketing channels and brand exposure opportunities

Negative

• None.

Tara Davis-Woodhall, Hunter Woodhall and Haley and Hanna Cavinder will serve as mentors for the program

PITTSBURGH, Feb. 10, 2025 /PRNewswire/ -- Today, DICK'S Sporting Goods (NYSE: DKS) announced the expansion of its previously internal influencer program, the DICK'S Varsity Team. Both DICK'S employees, whom DICK'S refers to as 'teammates,' and members of the public with a passion for sports and social media are invited to apply. If chosen, DICK'S Varsity Team members will work closely with DICK'S Sporting Goods and its top brands to create original social media content and share it across their platforms.

"The DICK'S Varsity Team program and its talented content creators far exceeded our expectations over the past couple of years," said Mark Rooks, VP of Creative, Entertainment & Sponsorships at DICK'S Sporting Goods. "The program's continued success and the growing demand for authentic, first-person social content are the reasons we're excited to expand the Varsity Team outside the walls of DICK'S Sporting Goods and bring together a new roster of sports-focused creators."  

Under the mentorship of Tara Davis-Woodhall, Hunter Woodhall and Haley and Hanna Cavinder – four athletes known for both their athletic abilities and social media prowess – the 2025 DICK'S Varsity Team will receive:

• A paid contract for creating content and posting to their social media channels
• A DICK'S gift card each month to purchase product to feature in their social content
• The opportunity to be featured on DICK'S social media channels, website, brand videos and photoshoots, in-store signage and more
• Early access to select product launches, VIP events, celebrity appearances and more
• Insights from top-tier content creators, industry experts and monthly learning sessions with the DICK'S influencer team and their influencer marketing agency, Fohr

"Sharing my sport online has allowed me to become a better athlete, that's why I'm so excited to be a Team Captain for the DICK'S Varsity Team," said Hunter Woodhall, Paralympic gold medalist, Track & Field Athlete. "I believe sport has the power to change the world, and I want to help these athletes achieve their dreams."

"Sports have changed my life and taken me to places I once only dreamed of," said Tara Davis-Woodhall, Olympic gold medalist, Track & Field Athlete. "I'm excited to partner with DICK'S, serve as a Team Captain for their Varsity Team program, and help share their mission of supporting athletes on their journeys and telling their stories."

Since launching as an internal program in 2023, DICK'S Varsity Team members have created over 1,000 pieces of social media content, garnering over 38 million impressions, and have been featured in 10 campaigns for both DICK'S and its national brands, such as Away, Carhartt, New Balance and Brooks.

The 2025 DICK'S Varsity Team application opens today and closes on February 27, 2025, at 11:59 p.m. EST. Additional information, including application criteria and a submission link can be found at www.dicksvarsityteam.com.

About DICK'S Sporting Goods
DICK'S Sporting Goods (NYSE: DKS) creates confidence and excitement by inspiring, supporting and personally equipping all athletes to achieve their dreams. Founded in 1948 and headquartered in Pittsburgh, the leading omnichannel retailer serves athletes and outdoor enthusiasts in more than 850 DICK'S Sporting Goods, Golf Galaxy, Public Lands and Going Going Gone! stores, online, and through the DICK'S mobile app. DICK'S also owns and operates DICK'S House of Sport and Golf Galaxy Performance Center, as well as 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 Contact
DICK'S Sporting Goods – press@dcsg.com

Category: Company

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SOURCE DICK'S Sporting Goods, Inc.

FAQ

When does the DICK'S Sporting Goods (DKS) Varsity Team application period end?

The application period for the 2025 DICK'S Varsity Team closes on February 27, 2025, at 11:59 p.m. EST.

What benefits do DKS Varsity Team members receive?

Members receive a paid content creation contract, monthly DICK'S gift cards, opportunities for brand exposure through various channels, early access to product launches, VIP events, and mentorship from professional athletes.

How successful has the DKS Varsity Team program been since its launch?

Since launching in 2023, the program has generated over 1,000 pieces of social media content and garnered over 38 million impressions, featuring in 10 campaigns for DICK'S and national brands.

Who are the mentors for the 2025 DKS Varsity Team program?

The mentors are Tara Davis-Woodhall (Olympic gold medalist), Hunter Woodhall (Paralympic gold medalist), and Haley and Hanna Cavinder.

Where can potential applicants find information about the DKS Varsity Team program?

Additional information and application criteria can be found at www.dicksvarsityteam.com.