Athletes Light Up Dick’s Holiday Campaign in One of the Best Holidays Marketing Moves

The holiday season often inspires brands to get creative, but Dick’s Sporting Goods has truly outdone itself with a campaign that blends festive cheer, competitive spirit, and a community-focused mission. Featuring a star-studded lineup of Olympic gold medallist Simone Biles, NFL quarterback Dak Prescott, NBA veteran Chris Paul, and University of Texas quarterback Quinn Ewers, this campaign doesn’t just light up stores; it ignites a conversation about the growing role of athlete endorsements in modern marketing.

The campaign revolves around a playful decorating showdown, where these iconic athletes transform Dick’s stores in their hometowns into dazzling holiday showcases. From Simone Biles’ gold medal-inspired décor in Houston to Chris Paul’s basketball-themed tree in San Antonio, each athlete adds unique flair and local pride. For fans, the chance to see these decorations in person at their local stores adds a tangible layer to the campaign, making it more than just an advertisement—it’s an experience.

What sets this campaign apart is its multi-dimensional strategy. Produced with Bolded, OBB Media’s branded content division, it features 60- and 30-second commercials, 3-4 minute short episodes on Dicks.com, YouTube, streaming and social media, and interactive in-store displays. With high-profile athletes and a cameo from Matthew McConaughey supporting Quinn Ewers in Austin, it appeals broadly across demographics. The fun, engaging, and shareable content is crafted to resonate on multiple channels, meeting audiences’ growing demand for brands to both entertain and inform.

OBB Media founder and CEO Michael D. Ratner said “This campaign represents a new and creative way for brands to connect with audiences through community-driven content. The opportunity for Texas customers to see, touch, and experience the designs of their favorite athletes in Dick’s stores across the state after seeing it in the content distributed wide is what makes this 360-degree strategy so meaningful.”

But this campaign offers more than festive fun. Each athlete receives a $100,000 Sports Matter grant from the Dick’s Sporting Goods Foundation to support local youth sports organisations. This initiative reinforces Dick’s commitment to under-resourced schools and teams, showcasing how brands can drive meaningful impact.

“We believe the most successful brands today are those who lead with their communities, which is why you can see that approach here and in so much of our other work.”

Athlete endorsements have long been a staple of sports marketing, but campaigns like this one highlight how the landscape is evolving. It’s no longer about just a famous face; it’s about authenticity, storytelling, and connection. Athletes like Biles, Prescott, Paul, and Ewers bring relatability and trust, with their involvement in something as approachable as holiday decorating humanising them and tying their personalities to the brand in a genuine way.

This campaign sets a blueprint for leveraging athletes to drive sales and deeper engagement. Its 360-degree strategy—spanning traditional media, digital content, and in-store experiences—reflects how consumers now interact with brands. By blending entertainment with philanthropy, Dick’s Sporting Goods strikes a balance many will seek to replicate.

In a season of giving, Dick’s shows that great marketing doesn’t just sell products—it tells stories, builds communities, and leaves a lasting impact. As the race for Dick’s Holiday Decorating Officer unfolds, one thing is clear: everyone wins when brands, athletes, and communities unite meaningfully.

See the longer spots featuring behind the scenes footage below:

San Antonio:  https://youtu.be/0BJ9Zpku6kU

Austin: https://youtu.be/h-84N8ouYIw

Dallas: https://youtu.be/ezUC4sPS2Zk

Houston: https://youtu.be/1c0afKI_dTM

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