Dick’s Sporting Goods teams with Adidas for omnichannel World Cup promo
The nation’s largest sporting goods retailer and a global athletic brand are tying in a joint campaign to the world’s biggest soccer tournament.
Dick’s Sporting Goods is partnering with Germany-based Adidas to promote soccer gear and equipment in alignment with the upcoming FIFA 2026 global pro soccer tournament. Developed by BOLDED, the branded entertainment content studio of OBB Media, the social and broadcast TV campaign, “Where It All Kicks Off,” features a spot showcasing a House of Sport experiential store with Adidas products that serve as a gateway to larger soccer moments.
The spot features pro soccer player Lionel Messi, Cobi Jones, Trinity Rodman and Lamine Yamal; as well as Mexican influencer Juanpa Zurita and Kansas City Chiefs quarterback Patrick Mahomes and his wife Brittany Mahomes, is currently running on social media and will debut on broadcast TV on Thursday, June 11 as the first FIFA World Cup 2026 match begins.
"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."
Dick’s and Adidas are also jointly offering elevated in-store experiences and consumer activations including premium store environments, national ticket sweepstakes and in-person events in key cities. In addition, The Dick’s Sporting Goods Foundation is partnering with non-profit DonorsChoose to fund up to $250,000 in youth soccer projects at historically underfunded schools nationwide.
The 2026 FIFA World Cup will feature 104 matches between 48 national teams from June 11 to July 19, 2026, in Canada, Mexico and the United States. The final match will be held on Sunday, July 19 at MetLife Stadium in East Rutherford, N.J.
The event is proving to be popular with U.S. retailers seeking to tie their brand to global soccer. Retailers including Target, Lowe’s, and the American Dream shopping center in East Rutherford, N.J. are all teaming with the event for special promotions.
[READ MORE: Numerator: World Cup could drive to up $7.5B in consumer spending]
"The FIFA World Cup coming to our backyard this summer is a once-in-a-generation moment for sport in North America, and we wanted to partner with Dick’s Sporting Goods to meet that energy with something truly special and reflective of the moment," said Chris Murphy, senior VP, brand marketing at Adidas North America. "Bringing together past and current icons like Cobi Jones, Messi and Mahomes, paired with the future of the sport, including Lamine, Trinity and beyond, will inspire the next generation of athletes to watch, celebrate and play."
Founded in 1948 and headquartered in Pittsburgh, Dick’s Sporting Goods operates more than 850 Dick’s Sporting Goods, Golf Galaxy, Public Lands and Going Going Gone! Stores nationwide.
Headquartered in Herzogenaurach, Germany, Adidas employs more than 62,000 people across the globe.
