Featuring adidas athletes Lionel Messi, Lamine Yamal, Trinity Rodman, Patrick and Brittany Mahomes, Juanpa Zurita and Cobi Jones, the campaign harnesses the energy, style and momentum of football's biggest stage while positioning DICK'S as the starting point for all the excitement and, of course, the FIFA World Cup team.
DICK'S Sporting Goods and adidas have launched the “Where It All Begins” campaign to capitalize on enthusiasm for the 2026 FIFA World Cup in the US, featuring stars such as Lionel Messi, Lamine Yamal and Trinity Rodman. Beyond marketing, the partnership extends to in-store activations, fan engagement programs and up to $250,000 in grassroots youth soccer funding through DonorsChoose.
Produced by OBB and developed by Bolded, OBB's branded entertainment content studio, the ad opens inside a DICK'S House of Sport store. Every touch of an adidas product serves as a gateway to bigger football moments that reflect the growing intersection of sport and culture surrounding the game. Cobi Jones acts as a guiding force, subtly setting in motion the moments that unfold when athletes interact with shoes, jerseys and apparel. First, Juanpa Zurita is transported from DICK'S House of Cleats to a rooftop game with Lamine Yamal. Trinity Rodman grabs the American adidas denim jersey and then steps into a soccer video game. Patrick and Brittany Mahomes join the action after seeing adidas hoodies, which show the expanding reach of football. And finally, a young fan puts on the same adidas F50 Messi El Último Tango boots as Lionel Messi before meeting the legendary player in the middle of a match.
“Few events capture the emotion and passion of sport like the World Cup,” he said. Melissa Christian, vice president of brand building at DICK'S. “With adidas' deep roots and long connection to the tournament, this partnership is a natural way to bring that energy to athletes around the world and highlight how DICK'S helps them live their own World Cup moment.”
Where It All Kicks Off launched today on social media and will make its television debut on June 11 when the first match of the 2026 FIFA World Cup kicks off.
“The FIFA World Cup coming to our backyard this summer is a once-in-a-generation moment for sports in North America, and we wanted to partner with DICK'S Sporting Goods to combine that energy with something truly special and reflective of the moment,” he said. Chris Murphy, senior vice president of brand marketing, adidas North America. “Bringing together past and current icons like Cobi Jones, Messi and Mahomes, along with the future of the sport including Lamine, Trinity and more, will inspire the next generation of athletes to watch, celebrate and play.”
“We wanted to create a place that captured the feeling of what the World Cup represents: the possibility, the imagination and the way the game can transport people beyond barriers,” he said. Michael D. Ratner, founder and CEO of OBB Media. “By combining 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 around the tournament. At OBB, we want to appear at the center of culture and entertainment. This campaign with adidas and DICK'S celebrates the magic of sport on the biggest global stage and inspires the next generation of fans to see where the game can take them.”
Adidas soccer products and team gear are available in DICK'S stores nationwide, online at DICKS.com and on the DICK'S mobile app. DICK'S and adidas are also bringing the excitement of the World Cup to life through elevated in-store experiences and consumer activations designed to engage athletes and fans across the country. From premium retail environments, nationwide ticket giveaways and events in key cities, these efforts extend the energy of the tournament beyond the announcement and into communities across the country.
Additionally, 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, and DonorsChoose will fulfill projects on a first-come, first-served basis until all funds are allocated. Beginning June 11, teachers at eligible schools will be able to submit funding applications for boys and girls soccer programs.
Note: The headline, ideas and image of this press release may have been refined by Fibre2Fashion staff; the rest of the content remains unchanged.
Fiber2Fashion News Desk (MS)
