adidas x DICK’S
Where It All Kicks Off
Where the store becomes the center of the soccerverse.
For most people, the World Cup doesn’t begin in the stadium. It’s the first time they put on their jersey, lace up their boots, strike a new ball, or imagine themselves inside the game.
DICK’S and adidas wanted to capture the feeling of World Cup fever taking over North America by building a campaign that could match the scale of the tournament, celebrate the culture around the sport, and remind fans that DICK’S is where their football journey begins.
Where It All Kicks Off turns a seemingly ordinary DICK’S House of Sport into a portal to the global football multiverse, with adidas products becoming the catalyst that transports fans into different corners of football culture.
The campaign extends beyond the hero broadcast film into social, out-of-home, in-store digital, premium retail experiences, product customization, national sweepstakes, and more than 25 events and activations across the country, positioning DICK’S as the #1 World Cup destination after the stadium.
Creative Direction: Ricky Bowry
Creative Direction: Tim McDonell
Executive Creative Director: Michael Kushner // Social: Sherif Bakare // Designer: Mark Brinn // Director: Daps // Client Partners: James Rowe, Erin Brogue // Executive Producer: Abbie Noon, Brian Quinlan // Production: Smuggler // Post: Cabin Edit, Parliament VFX, Human, Rare Medium, Lime Studios