Dick’s Sporting Goods is amplifying its creator program, Dick’s Varsity, to combat audience fatigue with overly polished content, launching the 2026 edition focused on authentic sports storytelling. Nicole Marcus, the retailer’s influencer marketing lead, asserts that this initiative serves as a counterbalance to the “blandness” of generative AI content. The program, which debuted in 2023, emphasizes the value of real, messy narratives from athletes, particularly those who are employees and are willing to share the realities of training, injuries, and rehabilitation.
“People want that first-person authentic content,” Marcus told Marketing Daily, noting that audiences are increasingly disinterested in high-production, polished visuals. The Varsity Team will feature a diverse group of athletes, including Olympians and Paralympians, many of whom have modest followings yet engage effectively with brands like Adidas. The focus is not just on triumphs but on the entire journey, capturing the grit and challenges athletes face along the way. “We care about the journeying, the grit, the tough moments,” Marcus added, emphasizing a shift towards more relatable content.
As generative AI continues to reshape content creation, Dick’s anticipates a growing demand for personal, firsthand experiences. This approach is particularly relevant in the realm of sports, where built-in drama and fan culture turn athletes into real-time storytellers. The engagement is especially pronounced in women’s sports, soccer, and emerging Olympic events, which are drawing increased attention ahead of the 2028 Los Angeles Olympics. Marcus explained that the retailer views creators as a cost-effective means to access these crucial conversations, particularly during major sporting events like the Super Bowl.
The economic implications of this strategy are significant. Creator-athletes tend to be effective in driving conversions and maintaining relevance. “If I can work with someone who already knows our product, can read a brief, and is posting every day, that’s cost-effective,” Marcus said. In instances where additional visibility is needed, Dick’s supports these posts with paid media. Furthermore, such content can be repurposed across various internal channels—from e-commerce initiatives to human resources—offering a versatility that traditional advertising cannot match.
In 2025, the Varsity program received thousands of applications, selecting 50 creators—18 of them employees—who collectively generated 2,500 pieces of content and amassed 40 million impressions. Collaborations included major brands like New Balance and Hoka, alongside newcomers such as Gymshark. This expansion indicates a strategic pivot towards consistent storytelling that traditional media, and even AI, struggle to replicate.
With the ongoing evolution of content strategy, Dick’s Sporting Goods is positioning itself to meet a growing appetite for authenticity in sports marketing. As audiences increasingly seek connection and relatability, the Varsity initiative is poised to fill that gap with narratives that resonate deeply, setting a precedent for how brands engage with consumers in an era dominated by digital content creation.
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