Cookie Jar & A Dream Studios: Key Findings
Quick listen: How DICK’S is turning sports stories into brand legacy — in under 2 minutes.
How does a sporting goods retailer move from selling equipment to creating Emmy-winning sports content?
DICK’S Sporting Goods has expanded its footprint in original content with the launch of Cookie Jar & A Dream Studios, an in-house production studio dedicated to sports storytelling.
The studio focuses on the personal side of sports, including teamwork, persistence, and the ups and downs athletes face.
It builds on years of work DICK’S has already done in sports filmmaking, a space often led by experienced creative teams telling real, emotional stories.
In 2023, it won a second Sports Emmy for The Turnaround, featuring Phillies superfan Jon McCann.
Mark Rooks, VP of Creative, Entertainment & Sponsorships at DICK’S Sporting Goods, emphasized the company’s belief in sports’ power to bring communities together:
"[And] we've seen through our work how true that is for so many who have excelled, triumphed against the odds, and been defeated in sport.
There are so many incredible and inspiring human stories that deserve to be told, and we could not be more excited to showcase how individuals, teams and communities are shaping sport, bringing people together and unifying and building communities for thousands."
According to the company, the name Cookie Jar & A Dream reflects the company’s beginnings.
Back in 1948, Dick Stack started what would become DICK’S Sporting Goods with $300 he borrowed from his grandma’s cookie jar.
Its humble beginning still drives the studio’s focus on real, personal stories in sports.
Stories Beyond the Scoreboard
DICK'S in-house studio has just launched, but it already scored a significant milestone with the premiere of "Big Dreams: The Little League World Series 2024."
The documentary follows 20 teams as they experience the highs, lows, and emotional moments that define youth sports.
Instead of focusing on scores, the film celebrates friendships, resilience, and the shared experiences that bring junior athletes together across cultures.
Created in partnership with Imagine Entertainment and MLB Studios, the film was directed by Emmy-winner Rudy Valdez.
It premiered on ESPN on August 12 at 9:30 p.m. ET and is now available on ESPN+.
Rebecca Covington, Senior Director of Creative Production at DICK'S Sporting Goods, highlighted how the studio’s latest project reflects its vision for storytelling:
"Big Dreams is a great example of the kind of projects Cookie Jar & A Dream Studios aims to produce.
Being able to share big sports moments with fans is something that drives our team, and we look at the upcoming years with great excitement as we know there will be so many unforgettable stories deserving of the spotlight."
Launching the studio alongside a major sports event helped DICK’S connect with an audience that was already paying attention.
It also helped reinforce the brand’s presence in content creation, grounded in emotional storytelling and real-world experiences.
Our Take: Can Retailers Be Taken Seriously as Content Creators?
I see this move from DICK’S as more than a brand experiment.
It feels like a long-term bet on storytelling as a core business asset.
I was impressed by how they tied the studio back to the company’s roots while focusing on meaningful, emotional stories.
Rather than just putting out content to stay relevant, DICK’S seems committed to telling stories that reflect what the brand has stood for over the years.
Like DICK'S new in-house studio, New Era’s latest MLB campaign shows how baseball can be a platform for stories that connect deeply with fans.
From Little League to the big leagues, these agencies know how to position your brand at the heart of the story.
