• by Fern Siegel , June 24, 2026

Dick’s and Adidas capitalize on World Cup fever by turning shoe shopping into a soccer experience.

“Where It All Kicks Off,” by OBB Bolded, features Lionel Messi, Lamine Yamal, Trinity Rodman, Cobi Jones, Patrick and Brittany Mahomes and Juanpa Zurita. It champions the joy and legends that make soccer part of world culture.

A jersey brings fans face to face with star athletes, a pair of cleats drops them into a pickup match, and a ball sends them into the unknown.

The creative runs across digital, TV, social, in-store and out-of-home.

“Soccer is never just one thing,” said director Daps. “It’s the pros, the kids playing anywhere they can find space, the shirts, the rituals, the heroes, the noise, the pride. With this film, we wanted it to feel like you were stepping into that whole universe. Dick's and Adidas were the gateway, and from there anything could happen.”

“The FIFA World Cup coming to our backyard this summer is a once-in-a-generation moment for sport in North America. We wanted to partner with Dick's Sporting Goods to meet that energy with something truly special and reflective of the moment,” said Chris Murphy, senior vice president, brand marketing at Adidas North America.

OBB Bolded clients also include Fanatics Sportsbook and CeraVe x Kevin Durant.