Dick's Sporting Goods and Adidas have joined forces to create a soccer‑themed shopping experience under the banner 'Where It All Kicks Off,' timed to the upcoming FIFA World Cup in North America.
The campaign spotlights a roster of internationally recognized athletes, including Lionel Messi, Lamine Yamal and Trinity Rodman, each embodying different facets of the sport's global appeal.
Creative Collaborations
Creative agency OBB x Bolded, known for work with Fanatics Sportsbook and the CeraVe x Kevin Durant partnership, crafted the visual and narrative DNA of the initiative, ensuring that every touchpoint reflects the joy and cultural significance of soccer.
Chris Murphy, senior vice president of brand marketing at Adidas North America, emphasized the historic importance of the World Cup arriving on the continent, noting that the tournament offers a unique platform to connect with fans across the United States, Canada and Mexico.
A Multifaceted Experience
Director Daps described soccer as a layered experience that encompasses professional competition, youthful participation, apparel, rituals and national pride, a perspective that guides the campaign's storytelling.
The rollout spans digital platforms, television spots, social media activations, in‑store displays and out‑of‑home installations, creating a seamless presence wherever fans engage with the sport.
Beyond athlete endorsements, the initiative highlights the broader ecosystem of soccer culture, from merchandise and footwear to community events, reinforcing the idea that the game is as much about shared moments as it is about competition.