Paid

DICK’s Sport Goods Creative Brief

Campaign Overview

DICK’s Sporting Goods will launch a pop-up Foot Locker shoe truck activation at World Cup matches across the U.S., bringing an immersive retail experience directly to fans. The truck will feature limited-edition FIFA World Cup footwear available through Foot Locker. The activation will be centered around an interactive challenge that allows fans to try on the featured footwear and test their skills by scoring as many goals as possible within 30 seconds. Every goal will be counted towards the participant’s chosen team, with a live leaderboard tracking the top-performing teams throughout the tournament, solely driven by participant engagement. To extend engagement beyond physical attendance, the campaign will be amplified across social media through #KickForTheCup, encouraging fans to share their performance and gain support online for their teams. At the end of the tournament, participants aligned with the winning team will receive a discount code redeemable at Foot Locker and DICK’S Sporting Goods. This campaign bridges the brand, product and culture by placing consumers at the center of the action, transforming them from spectators into active participants, capable of bringing the win home for their team.

Who is the target audience?

-Gen Z pop culture enthusiasts who are eager to engage with brands in immersive ways. They are culturally attuned consumers who will likely share about the activation online. 

-Consumers who are driven by exclusive, experiential pop-ups and seek collectible items/ or are specifically interested in sneakerhead culture.

-International soccer fans visiting the U.S. for the World Cup, who may recognize Foot Locker but have limited familiarity with DICK’s Sporting Goods, and are seeking immersive experiences to elevate this once-in-a-lifetime excursion.

Where will this ad appear?

What is the goal?

“Kick for the Cup” establishes DICK’S Sporting Goods and Foot Locker at the intersection of culture and sport, and the premier destination for the latest footwear drop. The campaign reinforces the brand’s experiential identity by creating an immersive, interactive environment that encourages hands-on product trial and direct consumer engagement. 

This campaign is designed to resonate with Gen Z audiences through a unique, shareable brand experience, while also introducing DICK’S to international World Cup fans who may be less familiar with the brand as a whole.

Ultimately, the campaign aims to build brand awareness among new audiences, increase product exposure and drive sales conversion, particularly with the limited edition release. 

What is the current perception of the brand vs the desired perception of this ad?

Foot Locker is widely recognized as a legacy shoe retailer, typically found in malls, yet it fails to capture a distinctive brand identity. It’s the go-to store when shoppers want to browse a variety of brands and styles, but don’t quite know what they’re looking for. While it offers convenience and variety, it lacks a strong cultural draw. Today, younger consumers are increasingly choosing to purchase directly from brands, rather than through third-party retailers. This shift is driven by the deeper, more personal relationships Gen Z is building with brands. They choose to purchase from brands that reflect their identity and ones they can emotionally invest in. Therefore, they are far less inclined to purchase from third-party vendors, especially those that lack a clear and compelling identity.  

This campaign will help position Foot Locker as a culturally relevant and innovative brand that is redefining the retail experience. This activation will lean into DICK’s Sporting Goods’ identity as an experience-driven brand at the center of culture and sport. By immersing fans in the energy of the World Cup through interactive product trials, the campaign reframes Foot Locker as more than a place to shop, but a place to live the game. Overall, the activation will build stronger brand affinity among younger and more diverse audiences by demonstrating a commitment to fandom, community and pride. It elevates Foot Locker from a convenient store to a must-visit hub where consumers are valued as active participants in sport and culture.

Why do we need this ad?

This ad leverages the global attention surrounding the World Cup, creating a key opportunity for DICK’S Sporting Goods to insert itself into the cultural conversation. By thoughtfully integrating its product offerings into an immersive, gamified challenge, the brand can elevate the fan experience while showcasing product performance. The activation is designed to drive relevance among Gen Z audiences while sparking social conversation and amplifying reach beyond the physical event. Ultimately, it will increase foot traffic and deepen in-person engagement.

Tagline: “Kick for the Cup. Score for your Team. Only at DICK’s Sporting Goods”

Media Placement

The OOH ad will appear on billboards across the 11 metropolitan cities where the World Cup will be hosted. These billboards will be located across major freeways surrounding the airport and stadium to ensure it gains maximum visibility by tourists and event goers. In cities where public transportation is popular, the ad will also be placed inside metro cars to gain maximum exposure among the target audience. 

The ad will also run in Sports Illustrated, one of the most prominent printed sports publications, ensuring broad visibility among dedicated sports fans and reinforcing DICK’s Sporting Goods’ initiative to reimagine the experiential sports retail space.

Tagline Strategy

The tagline captures the core idea of transforming fans into athletes by inviting them to step into the game by trying on the limited edition footwear. It reinforces the brand’s broader shift towards experiential, community-driven and fan-first engagement. 

The messaging empowers participants to control the fate of the cup, encouraging them to “shoot their shot,” represent their team, and contribute to something greater than themselves. The “only at DICK’s Sporting Goods” wording reinforces that this experience can be fully realized through DICK’S immersive retail environment. Here, the consumer is valued not just as a shopper, but as an athlete capable of anything.

Rather than utilizing the ad to focus solely on product promotion, the campaign highlights the potential of the individual, framing the footwear as the catalyst for performance and self-expression. This approach is particularly compelling for Gen Z and millennial audiences who value brand interactivity and social connectivity. Additionally, having grown up with games like EA Sports FC, the audience is especially drawn to direct immersion into the FIFA world, allowing them to step into the action in real life, establishing the experience as both culturally relevant and highly engaging.