DICK’S Sporting Goods (NYSE: DKS) and adidas unveiled “Where It All Kicks Off,” a joint campaign celebrating the FIFA World Cup 2026 buildup in the U.S. The initiative features adidas athletes Lionel Messi, Lamine Yamal, Trinity Rodman, Patrick and Brittany Mahomes, Juanpa Zurita, and Cobi Jones, blending cultural icons with emerging stars to reflect soccer’s global and local appeal.
Beyond marketing, the partnership includes in-store activations, fan engagement programs, and a $250,000 donation from The DICK’S Sporting Goods Foundation to DonorsChoose for youth soccer projects. This grassroots effort will prioritize funding requests from under-resourced schools starting June 11, ensuring equitable access to soccer programs nationwide.
“The World Cup represents possibility and imagination,” noted Melissa Christian, VP of Brand Building at DICK’S. “Partnering with adidas allows us to amplify that spirit, helping athletes connect with the tournament’s legacy and create their own World Cup moments through DICK’S.”
Adidas products are available at DICK’S stores, online, and via the mobile app. The campaign also expands through immersive in-store experiences, national ticket giveaways, and citywide events, fostering community engagement across the U.S.
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