Dick’s Sporting Goods Launches Public Influencer Program for 2025
Dick’s Sporting Goods is breaking new ground by opening its exclusive influencer program—previously reserved for employees—to the public. Starting in 2025, selected participants will receive a paid 10-month contract and monthly gift cards to purchase products, which they’ll showcase across their social media platforms. This exciting expansion aims to bring fresh, authentic voices to the retailer’s marketing strategy.
Dick’s Varsity Team: A New Opportunity for Sports Enthusiasts
Originally launched as an internal initiative, the Dick’s Varsity Team currently consists of 25 employees who promote the brand online. Now, the company is casting a wider net, inviting applications from the public through February 27, 2025. Aspiring influencers need an active Instagram account to apply, and even current members must reapply for a spot. Successful candidates will kick off their content creation in April, with Dick’s aiming to onboard up to 50 participants for the year—a significant increase from its employee-only roster.
Selected influencers will receive monthly gift cards to shop at Dick’s Sporting Goods, featuring their hauls on platforms like Instagram. Beyond personal channels, participants could also snag a spotlight on Dick’s official social media, website, brand videos, photoshoots, or even in-store displays, amplifying their reach and influence.
Why Dick’s Is Betting Big on Social Media
This move underscores Dick’s focus on engaging customers through authentic social media content, building on the success of its employee-driven program. “The growing demand for genuine, first-person storytelling and the program’s proven track record inspired us to expand the Varsity Team beyond our walls,” said Mark Rooks, Vice President of Creative, Entertainment, and Sponsorships. “We’re thrilled to welcome a new wave of sports-focused creators.”
To guide this next generation of influencers, Dick’s has tapped Olympic gold medalists Tara Davis-Woodhall and Hunter Woodhall, alongside college basketball stars Hanna and Haley Cavinder, as mentors. According to Nicole Marcus, Manager of Influencer Strategy, new team members will craft original content—subject to Dick’s approval—earning compensation based on deliverables or campaigns rather than hours worked.
Retail expert Neil Saunders, Managing Director at GlobalData, sees this as a smart play. “While pro athletes are key to Dick’s branding, amateur sports enthusiasts bring creativity and relatability,” he noted. “Opening the program to the public will spark fresh, customer-resonant content.”
A Winning Strategy Amid Retail Challenges
Dick’s decision comes on the heels of a solid financial year, defying broader retail struggles. Third-quarter net sales rose 0.5% to over $3 billion, with full-year projections reaching up to $13.3 billion. The company credits its growth to strategic moves like robust brand partnerships, a thriving private label lineup, and the expansion of innovative store concepts like House of Sport, which boasts around 20 U.S. locations. In 2024, Dick’s also unveiled plans for 16 cutting-edge stores and 10 Golf Galaxy Performance Centers, further fueling its momentum.
How to Join the Dick’s Varsity Team
Ready to turn your passion for sports into a paid gig? Applications for the 2025 Dick’s Varsity Team are open now through February 27. With mentorship from top athletes and a chance to shine on a national stage, this program offers a unique opportunity for sports lovers to collaborate with a leading retailer. Don’t miss your shot—apply today and step up your influencer game with Dick’s Sporting Goods.