PITTSBURGH, July 23, 2024 – DICK’S Sporting Goods has officially announced a strategic partnership with Team USA and the LA28 Olympic and Paralympic Games, marking a significant milestone in the company’s ongoing commitment to sports and athletic excellence. As part of this collaboration, DICK’S has been designated as the Official Sporting Goods Retail Provider and an Official Supporter of Team USA for the upcoming Olympic and Paralympic events, including Paris 2024, Milano Cortina 2026, and LA28.
The announcement was made in conjunction with the launch of DICK’S new marketing campaign, titled “Big Moments,” which aims to celebrate the spirit of sportsmanship and the journey of athletes. This campaign will prominently feature during NBCUniversal’s coverage of the Olympic and Paralympic Games, showcasing the excitement and passion surrounding these prestigious events.
DICK’S Sporting Goods has a rich history with Team USA, having first partnered with them during the Rio 2016 Olympic Games and continued their support through the PyeongChang 2018 Winter Olympics. This renewed partnership underscores DICK’S commitment to bringing fans closer to the Olympics and Paralympics through various initiatives, including in-store promotions and engaging storytelling.
As part of the partnership, DICK’S will continue to offer a wide range of Team USA licensed products while also having the opportunity to co-create exclusive LA28-branded merchandise. This collaboration will involve LA28 licensees and will be available both in DICK’S physical stores and online, allowing fans to show their support for Team USA in style.
Additionally, DICK’S plans to provide travel and training apparel for 11 national governing bodies representing Team USA, starting with USA Canoe/Kayak this summer. This initiative highlights DICK’S dedication to supporting athletes at all levels and ensuring they have access to the best gear for their training and competitions.
Mark Rooks, Vice President of Creative, Sponsorships, and Entertainment at DICK’S Sporting Goods, expressed excitement about the partnership, stating, “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. 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.”
Chris Pepe, Chief Commercial Officer at United States Olympic and Paralympic Properties (USOPP), also shared his enthusiasm for the renewed collaboration, saying, “We couldn’t be happier to have DICK’S Sporting Goods back in the Olympic and Paralympic family. 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.”
The “Big Moments” campaign features a 30-second compilation of user-generated sports content, emphasizing that the most significant moments in sports often occur outside of the spotlight, in everyday settings and local communities. This approach resonates with the brand’s mission to connect with sports enthusiasts at all levels, reinforcing the idea that every athlete’s journey is worth celebrating.
As DICK’S Sporting Goods prepares for the upcoming Olympic and Paralympic Games, the company is committed to fostering a culture of sportsmanship and supporting athletes in their pursuit of excellence. The partnership with Team USA and the LA28 Games represents a significant step in DICK’S ongoing efforts to promote sports and inspire future generations of athletes.
Through this collaboration, DICK’S Sporting Goods is poised to play a pivotal role in the celebration of athletic achievement on the world stage, while also making a lasting impact on local communities and youth sports initiatives across the nation.
