DICK’S Sporting Goods, a leading American sporting goods retailer, has secured a major partnership with Team USA and the 2028 Los Angeles Olympic and Paralympic Games (LA28).
This agreement extends beyond retail, making the leading omnichannel retailer a key player in supporting American athletes on their journey to sporting glory.
The partnership has designated the sporting goods retailer as the official sporting goods retail provider for Team USA, encompassing the upcoming Paris Olympic Games, the 2026 Winter Games in Milano Cortina, and the LA28 Games themselves. This elevates the sports store’s previous collaborations with Team USA during the Rio Olympics 2016 and the 2018 PyeongChang Winter Olympics.
Most notably, the major sporting goods chain gains the exclusive right to sell officially licensed Team USA merchandise throughout the partnership. The brand will also join forces with LA28 licensees to co-create and distribute exclusive LA28-branded athletic gear, giving fans a unique way to show their support.
The collaboration extends beyond merchandise. The sports store will provide custom-made travel and training apparel to eleven Team USA national governing bodies, crafted under its private label brands. This initiative kicks off this summer with USA Canoe/Kayak.
Commenting on the partnership, Mark Rooks, VP of Creative, Sponsorships and Entertainment at DICK’S Sporting Goods, said, “We are thrilled to be a part of Team USA’s journey for years to come and are looking forward to welcoming the Summer Games back to the U.S. for the first time in more than 30 years in Los Angeles. As the Official Sporting Goods Retail Provider of LA28, we are exploring ways to engage the community, celebrate with fans across the country and further our investment in youth sports.”
Chris Pepe, Chief Commercial Officer at United States Olympic and Paralympic Properties (USOPP), added, “We couldn’t be happier to have DICK’S Sporting Goods back in the Olympic and Paralympic family. LA28 is reimagining the way the Games serve the world, and sport is at the core of that. Additionally, DICK’s ongoing involvement in youth sports will inspire future athletes across the world, during and well after the Games conclude.”
Legends, a global premium experiences company, helped source the partnership between DICK’S Sporting Goods and LA28.
This strategic partnership aligns perfectly with both parties’ goals. DICK’S Sporting Goods strengthens its position as a leading retailer by capitalizing on the excitement surrounding the Games. Team USA and LA28 gained a valuable partner dedicated to supporting American athletes and promoting youth sports participation.
Founded in 1948 and headquartered in Pittsburgh, DICK’S Sporting Goods serves athletes and outdoor enthusiasts in more than 850 stores across various DICK’S Sporting Goods, Golf Galaxy, Public Lands, Going Going Gone! and Warehouse Sale stores, online, and through the DICK’S mobile app.
The LA28 Games will mark Los Angeles’ third time hosting the Olympic Games, previously hosted in 1984 and 1932, and its first time hosting the Paralympic Games.
The addition of DICK’S Sporting Goods strengthens the LA28 and Team USA partner roster, which already includes Cisco, New Era, and Guild.