• by Sarah Mahoney , Staff Writer, Yesterday

Dick’s Sporting Goods and Adidas are teaming up for back-to-school 2025 with a campaign aimed squarely at teen athletes shopping through a social-first lens. The joint effort pairs heritage sneaker-style with rising sports stars, tapping into trends that merge nostalgia with modern performance.

The ads feature U.S. Women’s National Team forward Trinity Rodman, whose new Adidas F50 Sparkfusion Soccer Cleats and Washington Spirit jerseys drop this season, and Ohio State wide receiver Jeremiah Smith. Both athletes are positioned as authentic voices in the sports teens are engaging with most online, including basketball, football, soccer, and track.

Some aspects of BTS marketing never change. “Every back-to-school season offers a fresh chance for athletes to reinvent themselves and define who they want to be on and off the field,”  says Ryan Gallaher, Dick’s vice president of category marketing. “It’s a moment for self-expression, and the right gear can help them show up with confidence.”

But year-to-year changes in social media, pop culture and on the global sports stage “directly affect how teen athletes will shop.”

This year, that includes harnessing the energy of women’s soccer, including a new spot for Adidas gear starring Rodman showing off her confidence in a Dick’s dressing room. Another series of BTS ads star Smith.

“Teens are shopping with social media at the forefront, and this campaign was designed with that in mind,” Gallaher tells Marketing Daily via email. “Athletic apparel remains a constant, but it’s now more about which sports, athletes and cultural moments they're engaging with online that drive what they buy.”

And this year, old is very new, as teens crave throwbacks, according to Gallaher: “Teens are nostalgic for retro and classic styles. We’re seeing these heritage staples paired with fresh colors and modern designs, creating looks that feel both trend-forward and rooted in the classics.”

The connection with Rodman is especially important, as women’s soccer continues to gather steam. And as viewership and game attendance increase, so do sales of soccer merchandise. “Trinity isn’t just an incredible athlete, she’s a cultural figure who resonates with young athletes. Her ability to bridge performance, style and personality made her the perfect partner for a campaign that speaks directly to the next generation,” says Gallaher.

The collaboration arrives as Adidas makes modest U.S. market share gains. GlobalData forecasts its share will rise to 1.9% in 2025, buoyed by its Originals line and performance footwear. Nike, meanwhile, is expected to post the steepest decline, falling to 2.6%.