Dick’s Makes Olympic Play with Team USA Partnership, Plans to go for Gold at 2028 Games
As the Olympics kick off in Paris, Dick’s Sporting Goods has been awarded the title of Official Sporting Goods Retail Provider of Team USA for the 2028 Olympics (LA28), which will be in Los Angeles. Dick’s won’t miss out on this year’s iteration though — the retailer will serve as an Official Supporter of Team USA for both Paris 2024 and Milano Cortina 2026.
As an Official Supporter, DICK’S will bring customers closer to the Olympic and Paralympic Games with in-store activations across the U.S., including original storytelling, advertising and social content that feature athletes and the Team USA brand. Dick’s already sells a broad selection of Team USA products, and the new deal for LA28 “unlocks an opportunity for the brand to co-create exclusive LA28-branded gear with LA28 licensees for sale through Dick’s,” said the company in a statement. The partnership also will include travel and training apparel, supplied by Dick’s owned brands, for 11 Team USA national governing bodies, beginning with USA Canoe/Kayak this summer.
“We are thrilled to be a part of Team USA’s journey for years to come and are looking forward to welcoming the Summer Games back to the U.S. for the first time in more than 30 years in Los Angeles,” said Mark Rooks, VP Creative, Sponsorships and Entertainment at Dick’s Sporting Goods in a statement. “As the Official Sporting Goods Retail Provider of LA28, we are exploring ways to engage the community, celebrate with fans across the country and further our investment in youth sports.”
“We couldn’t be happier to have Dick’s Sporting Goods back in the Olympic and Paralympic family,” said Chris Pepe, Chief Commercial Officer at U.S. Olympic and Paralympic Properties (USOPP) in a statement. “LA28 is reimagining the way the Games serve the world, and sport is at the core of that. Additionally, Dick’s ongoing involvement in youth sports will inspire future athletes across the world, during and well after the Games conclude.”
To celebrate this ongoing partnership, Dick’s has released a new marketing campaign, titled Big Moments, that showcases the fact that the biggest moments in sports don’t always happen at banner events like the Olympics. The 30-second spot compiles user-generated sports content from youth sports events around the country and ties into the retailer’s larger Sports Change Lives campaign.
“For young athletes, seemingly small moments can be extraordinary — whether it’s making the team, hitting a game-winning shot or scoring your very first goal,” said Kate Fedishen, VP Marketing at Dick’s in a statement. “With our Big Moments campaign, we are taking these joyful, triumphant, real-world stories in youth sports and giving them the spotlight they deserve on the world’s biggest stage for sports.”
As part of the campaign, Dick’s Sporting Goods is asking fans to share their biggest sports moments on social, tagging @dickssportinggoods and using #BigMomentsEveryDay for an opportunity to be featured on the brand’s social channels.
Experiences company Legends helped to develop the partnership between Dick’s and LA28.
