Dick's, Nike Reach Basketball Fans in 'Scouts Are Out' Campaign
Dick’s Sporting Goods brought some muscle to its latest promotion, partnering with Nike in a digital campaign that called to basketball fans in March and early April, when many were already tuning in to see what happens in their NCAA tournament brackets.
The retailer unveiled its “The Scouts Are Out” campaign in March. It was built around the idea that the best place for consumers to find everything they need to play the game is at their local Dick’s store.
The videos/TV spots (see below) feature rapper and comedian Dave “Lil Dicky” Burd and WNBA legend Diana Taurasi, who act as veteran scouts trying to find the next generation of basketball stars. The spots center around Nike, Jordan brand and Converse athletes:
- 2024 NBA champion and NBA all-star Jayson Tatum
- 2024 WNBA champion and WNBA all-star Sabrina Ionescu
- 2025 NBA champion and MVP Shai Gilgeous-Alexander
- 2025 NBA rookie of the year Stephon Castle
- Tyran Stokes, the top 2026 high school basketball recruit
The campaign ran across broadcast, online video and social media, with new spots releasing throughout March. Consumers were also encouraged to visit Dicks.com as well as the retailer's mobile app.
"March is when the spotlight gets brighter for basketball players everywhere," Melissa Christian, vice president of brand building at Dick’s Sporting Goods, said in a media release. "We're having fun with that idea by celebrating how everyone from household names to the next wave of talent comes to Dick's, because they know we have the gear and expertise they need to level-up their game."
The collaboration includes connected loyalty programs — linking Dick’s Scorecard with a Nike membership — and exclusive in-store product drops.
The effort is part of a longer term connected partnership between the two heavyweight brands.
Dick’s and Nike previously collaborated in 2023 with their “Sports Change Lives” campaign, which consisted of personal stories from 10 Nike and Jordan Brand athletes, spotlighting the ways sports have changed their lives.
