DICK's Sporting Goods and Adidas dream big in 'Where It All Kicks Off' campaign — VOTE NOW

Rick Suter, USA TODAYSat, June 27, 2026 at 5:45 PM UTC

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Imagination collides with innovation as DICK's Sporting Goods and Adidas transcend a typical shopping stroll for soccer fans in the collaborative 2026 World Cup campaign. The creative, titled "Where It All Kicks Off," flips the consumer experience into a star-packed portal, featuring some of the biggest names in soccer and beyond.

A celebration of the World Cup arriving in North America, the launch coincided with the electric anticipation on June 11, when the first match kicked off. Chris Murphy, Adidas North America's senior VP of brand marketing, noted that harnessing that energy and emotion became an opportunity to turn the spotlight on soccer's cultural vibes, with the two brands entering the grandest of stages as a starting point on the journey.

"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," Murphy said in a statement.

That something special included incorporating an All-Star supporting cast, one that opens with Juanpa Zurita and U.S soccer legend Cobi Jones and quickly transforms into an epic marquee headlined by Lionel Messi, Lamine Yamal, Trinity Rodman, Patrick and Brittany Mahomes, and New York Nico.

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"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 added.

But the storyboard didn't rest on celebrity placements, though. The campaign's arc also blends that star power with a creative twist on product placement: reaching for the stars—and, in this case, stripes—opens up a dreamlike world that mirrors the rush of the global event.

The perfect bond stood at the forefront of the spot's celebration, something Melissa Christian, VP of brand building at DICK's, identified as a prime element for a marketing win.

"Few events capture the excitement and passion of sport like the World Cup," Christian said in a statement. "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."

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Of course, concepts—especially ones of this scale—can quickly go from looking good on paper to not capturing the message on the final cut. Something that plenty of USA TODAY Ad Meter fans have seen before. Whispers of reshoots, organized chaos, pivots, and new messaging in emails that hope they find you well. It happens.

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Enter, OBB Media and its branded entertainment content studio, Bolded.

The multimedia production company, which was behind the Fanatics Sportsbook Super Bowl Commercial starring Kendall Jenner, took the reins to develop and produce the campaign.

Like "Bet On Kendall," a solid framework set the stage for success, as Michael D. Ratner, Founder and CEO of OBB Media, explained.

"We wanted to create a spot that captures the feeling of what the World Cup represents - possibility, imagination and the way the game can transport people beyond the sidelines," Ratner said in a statement. "By blending iconic athletes, cultural voices and immersive storytelling, we set out to turn everyday moments inside a DICK'S store into larger-than-life experiences that reflect the excitement building around the tournament. At OBB, we want to show up at the center of culture and entertainment. This campaign with adidas and DICK'S celebrates the magic of the sport on the biggest global stage and inspires the next generation of fans to see where the game can take them."

Watch "Where It All Kicks Off" and cast your vote below:

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About USA TODAY Ad Meter Brand Spotlight

USA TODAY created the Ad Meter brand spotlight concept in 2024, the first editorial rollout focusing on the global campaigns for the Summer Olympics in Paris, France. The purpose was to add a new and exciting element to the franchise, which began in 1989, and bring more sports business and entertainment insights to the marketing rush during major sporting events.

Unlike the Super Bowl Ad Meter, which focuses on specific commercials, the World Cup spotlight will take a broader, overall view of how brands are impacting the global audience during the five-week run.

This article originally appeared on Ad Meter: DICK's Sporting Goods and Adidas go beyond sidelines in World Cup spot

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