Dick's becomes official sporting goods partner of Team USA
Ahead of the upcoming Paris 2024 Summer Olympic Games, Team USA has a new retail partner.
Dick’s Sporting Goods has announced an exclusive partnership to become the official sporting goods retail provider for Team USA, supporting them through the Paris 2024, Milano Cortina 2026 and LA28 games. Dick’s will kick off the celebration of Paris 2024 with ad placements during NBCUniversal's coverage of the upcoming Olympic and Paralympic Games. The retailer first partnered with Team USA during Rio 2016 and PyeongChang 2018.
As an official supporter, Dick’s plans to bring customers closer to the Olympic and Paralympic Games by showing their support in stores across the country, and through advertising and social content that feature athletes and the iconic Team USA brand. The partnership allows Dick’s to co-create exclusive LA28-branded gear with LA28 licensees for sale through DICK'S in-store and online. The partnership will also include travel and training apparel, using 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 of creative, sponsorships and entertainment at Dick’s. "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."
Coinciding with the Team USA partnership, Dick’s also released a new marketing campaign titled “Big Moments.” Through a 30-second compilation of user generated sports content, “Big Moments” aims to showcase the successes that happen “every day in youth sports, anywhere and everywhere people play, and have a powerful impact on young athletes' lives.” The campaign will run across NBC platforms throughout the remainder of the Paris games.
"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 of marketing at Dick’s Sporting Goods. "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."
Dick’s Sporting Goods serves customers through more than 850 Dick’s Sporting Goods, Golf Galaxy, Public Lands, Going Going Gone! and Warehouse Sale stores, online and through the Dick’s mobile app.
