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- How Dick’s is broadening its creator network for cultural reach
- Who fits the roster and what they’re asked to do
- From employee idea to public ambassador program
- What creators receive and how they work with the brand
- Output, categories and social strategy for 2026
- Why brands are investing in real people over celebrity ads
- How the broader influencer ecosystem supports campaigns
- Leadership perspective on creator-first storytelling
- Industry implications and what to expect next
Dick’s Sporting Goods is doubling down on creators, turning employees, athletes and everyday fans into a pipeline for social-first storytelling. The retailer has expanded its Varsity Team ambassador program and is leaning on creators to keep pace with cultural moments, local events and fast-moving social trends.
How Dick’s is broadening its creator network for cultural reach
The retailer has grown Varsity Team into its largest cohort yet. This year, roughly 10,800 people applied for about 60 openings, a jump from 5,300 applicants the prior year.
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The program lets Dick’s tap a mix of internal talent, athletes and community creators to produce content for campaigns and social channels. Team members are a first call for trend-driven content and event coverage, from pro sports nights to major races.
Who fits the roster and what they’re asked to do
Dick’s seeks creators beyond big-name influencers. The program favors authentic storytellers in sport contexts.
- Eligibility: applicants must be 18 or older.
- Backgrounds: store associates, NIL athletes, coaches, Paralympians, family members of athletes.
- Skills: ability to film and edit short videos and share candid moments about training, injuries and shopping.
- Geography: a spread of cities to reflect national reach.
Examples of past members include dancers, retail employees and competitive runners. The company runs a four-day orientation in Florida to onboard new creators.
From employee idea to public ambassador program
Varsity Team started as an employee-driven initiative in 2021. Early momentum came when colleagues posted organic, engaging videos on TikTok.
The pilot grew slowly at first. By 2023, Dick’s engaged an agency to scale. That year, 700 employees applied and 18 were selected. The program expanded again and opened to public applicants in 2025.
What creators receive and how they work with the brand
Members collaborate across Dick’s campaigns and stores. Benefits and expectations include:
- Seeded products for campaign promotion.
- Features on product pages and invitations to brand events.
- Quarterly “Trend Boxes” with partner-brand items for unboxings.
- Opportunities to attend experiential House of Sport events.
This structure encourages creators to make diverse content, from product roundups to training diaries.
Output, categories and social strategy for 2026
The 2025 Varsity Team produced roughly 2,500 pieces of content that reached about 40 million organic views. For 2026, Dick’s plans more videos focused on footwear, soccer and running.
Creators are also asked to join viral formats and trend challenges. The goal is to blend candid storytelling with product discovery.
Why brands are investing in real people over celebrity ads
Industry experts say creators who live sports bring credibility. Micro creators often convert better than big-name accounts.
Arthur Leopold, CEO of a creator-platform, notes that a full-funnel creator mix gives brands both awareness and conversion power. Creative strategist Quynh Mai adds that audiences now prize authenticity and longer-form, personal stories.
Dick’s sees creators as modern storytellers who can cut through rising AI-made content with human experience.
How the broader influencer ecosystem supports campaigns
Varsity Team is just one part of Dick’s influencer mix. The retailer also hires creators for holiday pushes, store openings and seasonal moments.
- Short-term activations for events like Mother’s Day.
- Local creators for community-driven store experiences.
- Partnerships with athletes as team captains for credibility.
Influencers typically appear across marketing touchpoints, from organic social to in-store activations.
Leadership perspective on creator-first storytelling
Nicole Marcus, who leads influencer efforts at Dick’s, emphasizes the match of sports and narrative. The team prioritizes creators who share the behind-the-scenes aspects of athletic life.
That can mean honest posts about injuries, training routines or the realities of shopping while balancing sport commitments. The brand aims to mirror the diversity of athletes who buy its products.
Industry implications and what to expect next
Experts predict more brands will formalize creator programs as authenticity remains critical. As feeds become more AI-generated, human-led stories will stand out.
Dick’s is positioning creators to lead cultural moments and product discovery in 2026 and beyond.
Correction: An earlier report misquoted the 2025 Varsity Team’s reach. The correct figure is 2,500 pieces of content that achieved 40 million organic views, not 4 million.
