Dick’s Sporting Goods is getting in on World Cup fever in a new collaborative campaign with Adidas.
Titled “Where It All Kicks Off,” the new campaign features Adidas athletes Lionel Messi, Lamine Yamal, Trinity Rodman, Patrick and Brittany Mahomes, Juanpa Zurita and Cobi Jones, the campaign aims to “tap into the energy, style and momentum” of soccer’s biggest stage.
Produced by OBB entertainment content studio and developed by Bolded, the spot opens inside a Dick’s House of Sport store. Moments throughout the campaign included Zurita, who is transported from Dick’s House of Cleats to a rooftop game with Yamal. Next, Rodman grabs Adidas’ throwback U.S. denim jersey and then steps inside a soccer video game, while Patrick and Brittany Mahomes join the action after checking out Adidas hoodies. Finally, a young fan laces up the same Adidas F50 Messi El Último Tango cleats before finding himself in the midst of a match with the legendary player.
Melissa Christian, vice president of brand building at Dick’s, said in a statement that its new campaign is “a natural way” to bring the energy of the tournament to consumers everywhere while also highlighting how the retailer I helping customers get ready for the moment.
Chris Murphy, senior vice president of brand marketing at Adidas North America, added that the partnership is “truly special” and “reflective of the moment.”
“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,” Murphy said.
Trinity Rodman is featured in the spot.
Courtesy of Dick’s Sporting Goods
In addition to the campaign, Dick’s and Adidas are also bringing the excitement of the World Cup to life through elevated in-store experiences and consumer activations. From premium store environments, national ticket sweepstakes and on-the-ground events in key cities, these efforts extend the energy to the tournament beyond the ad and into communities nationwide, the company noted.
What’s more, The Dick’s Sporting Goods Foundation is partnering with DonorsChoose to expand access to the game at the grassroots level, funding up to $250,000 in youth soccer projects nationwide. Through an open call for historically underfunded schools, the initiative aims to ensure more young athletes have the resources they need to play, with DonorsChoose fulfilling projects on a first-come basis until the funds are fully allocated. Beginning June 11, teachers at eligible schools will be able to submit funding requests for boys’ and girls’ soccer programs.
“Where It All Kicks Off” launched on Tuesday on social and will make its broadcast debut on June 11 as the first FIFA World Cup 2026 match kicks off.
Patrick Mahomes stars in the new campaign.
Courtesy of Dick’s Sporting Goods
Lamine Yamal makes an appearance.
Courtesy of Dick’s Sporting Goods