PITTSBURGH, March 20, 2025 /PRNewswire/ -- DICK'S Sporting Goods (NYSE: DKS) has launched a new footwear advertising campaign titled "Speed Shopping" featuring popular streamer and viral video creator, IShowSpeed, along with a lineup of legendary athletes: Tom Brady, Kevin Durant, Suni Lee, and Travis Hunter. The innovative campaign seeks to position DICK'S Sporting Goods as the premier destination for athletes seeking both performance and lifestyle footwear.
The essence of the campaign is captured in a humorous scenario where IShowSpeed, in search of a new pair of sneakers, finds himself embroiled in an unexpected competition. While shopping, he faces off against top-tier athletes, including a one-on-one basketball contest with Durant, a backflip challenge against Olympic gold medalist Lee, and even a showdown with football icon Brady. Each challenge reflects the unique talents of these sports stars, turning what should have been a quick shopping trip into an exhilarating battle.
"Only at DICK'S could a quick shopping trip turn into a side quest with some of the greatest athletes ever!" exclaimed IShowSpeed. His energy and charisma shine through, making the ad lively and relatable to a younger audience.
The "Speed Shopping" campaign not only showcases the excitement of competition but also highlights DICK'S extensive assortment of footwear, including popular models such as the adidas Spezial, adidas Electric Exotic Speed Cleats, Hoka Bondi 9, Nike Vapor Elite 1 NRG Football Cleats, and the highly anticipated Nike KD18, which will be available both in-store and online starting April 18, 2025.
Emily Silver, Chief Marketing Officer at DICK'S Sporting Goods, emphasized the underlying theme of the campaign. "The campaign is all about the energy that makes culture and footwear so intertwined. By bringing together IShowSpeed and the biggest athletes in the world, we wanted to create something that's not just about shopping for shoes – it's about the experience, competition, and passion that fuels every athlete."
This partnership with influencers like IShowSpeed is particularly important as DICK'S aims to engage the younger generations who are becoming significant drivers of retail trends. Ryan Gallaher, VP of Category Marketing at DICK'S Sporting Goods, noted, "As we all know, the younger generation is a major driver of today’s retail trends. Tapping IShowSpeed for this campaign was a way for us to speak directly and authentically to that demographic. Connecting IShowSpeed with the roster of top athletes in the spot was another way to make sure the creative resonates with those of all ages."
Shot at a DICK'S location in California, the 60-second advertisement, which debuted today at 9:30 AM ET, emphasizes DICK'S commitment to merging sports, style, and culture. Speed Shopping will be broadcast across multiple media platforms, including Amazon Prime, Disney+, Hulu, Max, Netflix, YouTube Auction, and YouTube Select, ensuring broad accessibility and engagement with audiences.
By leveraging the cultural impact of social media influencers alongside sports heroes, DICK'S Sporting Goods is aligning itself with the next generation of athletes and consumers. This innovative approach not only enhances brand visibility but solidifies the company as a leader in the footwear market, serving an increasingly young and dynamic customer base.
In addition to promoting footwear, the campaign showcases DICK'S long-standing dedication to youth sports. The company believes in the transformative power of sports and has committed millions of dollars through its Foundation to support under-resourced teams and athletes via programs like Sports Matter and other community-based initiatives.
To learn more about this exciting campaign and explore the new footwear collection, please visit DICK'S Footwear Shop online.
