DICK’S Sporting Goods Launch Next Phase of Sports Change Lives Campaign
June 9, 2023
US retailer DICK’S Sporting Goods have revealed the second phase of its Sports Change Lives campaign which celebrates the principles that the company was founded on – inspiring, supporting and personally equipping all athletes to achieve their dreams. As part of this second chapter, DICK'S is partnering with Nike to highlight athlete stories of how sports changed their lives.
The Sports Change Lives campaign launched in March to honor the retailers 75th anniversary and the power of sport to give back to communities and create opportunities for youth. The company has set a goal to help give two million kids the chance to play by 2024.
This next phase consists of personal stories from ten Nike and Jordan brand athletes – released in broadcast, online video and social media – spotlighting the ways sports have changed their lives. It kicked off with stories from Carmelo Anthony (former NBA player, three-time Olympic gold medalist and NCAA champion), Sabrina Ionescu (WNBA player and NCAA all-time leader) and Mike Trout (MLB Center Fielder) this week, with the remaining athlete spots releasing over the coming weeks.
"I hope that young people watching this campaign feel inspired and encouraged to go out and accomplish whatever goal they set for themselves," said Anthony. "The change isn't immediate, it takes time, and though it's a tremendous journey, with perseverance and the willingness to learn you can achieve great things. The most valuable lesson I learned during my time in the rec centers was how to stand tall, believe in myself and stand strong to my beliefs."
A major component of the campaign is the ‘75for75’ Sports Matter Grant program which will provide 75 grants from the DICK’S Sporting Goods Foundation. Each $75,000 grant will go to selected youth sports programs across the country that is changing lives through sport on and off the field. The Nike athletes will have the opportunity to choose a youth sports organization to nominate for a grant to provide more youth athletes greater access to play. The program intends to distribute more than $5.6 million this year.
Additionally, a renewed $1.5 million partnership between The DICK’S Foundation and Good Sports will provide 20 of the most under-resourced communities across the country with $75,000 worth of youth sports equipment in 2023. There is also a $1.5 million partnership between the Foundation and Local Initiatives Support Corporation (LISC) will help to create or renovate up to 20 multi-use youth sport spaces in underserved communities through its new Game On-Community Places to Play Initiative.
"Since DICK'S was founded 75 years ago, we have believed sports have the power to change lives. Whether it's the friendships made in youth soccer, a coach who became a mentor, or a morning run that puts everything into perspective, the impacts of these experiences are what this campaign is all about," said Ed Plummer, Senior Vice President and Chief Marketing Officer. "Our 75th anniversary is a great opportunity to focus even more of our efforts on the communities and youth sports programs where we can make a lasting impact."
DICK’S Sporting Goods Foundation supported the Beyond Sport Collective Impact Awards in 2019 and 2020. Since 2014, when the company started tracking its giving, DICK'S and The DICK'S Sporting Goods Foundation have committed more than $170 million to support young athletes.