Adidas and DICK’S Strengthen U.S. Market Push With ‘New Year, New You’

Adidas and DICK’S Sporting Goods are flipping the script with a campaign that celebrates self-belief over star power.

Created by 180 Global, sister agency of TBWA, for adidas North America, it moves away from glorifying professional athletes to shine a light on everyday players who share the same hunger for greatness.

“New Year, New You's" message: being great isn’t about fame but about mindset.

An estimated 70% of kids drop out of sports by age 13, and so the two sports giants wanted to inspire them to stay in the game by reminding them that greatness starts from within.

The initiative serves as a bold play for adidas, as it strengthens its U.S. presence ahead of the 2026 FIFA World Cup and the 2028 LA Olympics.

In motivating the youth and using lifestyle to tell heartfelt stories, the brand doubles down on its American market ambitions through a strategy that unites purpose with performance.

For the first time, adidas and DICK’S are pairing elite athletes and young players in the same frame, as they wear identical gear and are shot in parallel scenes.

That approach removes the hierarchy often seen in traditional sports advertising and makes young aspiring athletes feel that their dreams are within reach. 

Self-Belief On Screen

The campaign rolled out in phases, with the first featuring soccer star Trinity Rodman and rising football prospect Jeremiah Smith.

Set inside a stylized DICK’S dressing room, Rodman’s spot mirrors her movements in reflection, making a sharp metaphor for internal confidence.

Smith’s story continues this theme.

Shot in a familiar DICK’S environment, it uses reflection to symbolize connection, showing that "greatness isn’t out of reach; it’s already within."

Phase Two stars NBA player Anthony Edwards in a gym sequence where a young athlete laces up the new AE 2 sneakers and sees himself reflected as Edwards.

It’s the product’s first commercial spotlight and a key performance-driven moment in the broader storytelling arc.

Built for Gen Z athletes who treat back-to-school as a self-expression moment, the “New Year, New You” concept adapts the traditional “New Season” messaging for a fresh, motivational spin. 

The featured athletes were chosen not just for fame but for their authenticity, being names that resonate with younger audiences who value personality as much as performance. 

A Sports Marketing Masterclass

For marketers, adidas and DICK’S efforts are a lesson on how to let authenticity shine through sincere brand storytelling. 

• Campaigns resonate more deeply when they prioritize mindset over worshipping athletes.
• Athlete collaborations work best when they mirror the consumer experience.
• Retail-driven storytelling can expand reach when paired with digital and experiential engagement that carries the emotional theme forward.

In 2024, adidas was ranked the world’s second-largest sportswear brand.

Our Take: Can Inspiration Drive Retention?

I think so. There’s something quietly powerful about treating everyday athletes with the same respect usually reserved for stars.

Leveling that field, adidas and DICK’S turn a common motivational trope into something more intimate and believable.

This is sports marketing that trades ego for empathy, reminding us that greatness isn’t something you chase but something you recognize in yourself.

In other news, CeraVe joined the NBA to become an official skincare and haircare partner. 

Audiences remember real sincerity. These top marketing agencies help brands build loyalty through genuine, human-centered sports storytelling.