adidas and DICK’S Champion Everyday Athletes in ‘New Year, New You’

​Adidas and DICK’S Sporting Goods have unveiled 'New Year, New You,' a campaign that shifts the spotlight from star athletes to the everyday players who dream like them.

With 70% of kids dropping out of sports by age 13, adidas and DICK’S Sporting Goods have teamed up to flip that stat, helping athletes hold onto that 'new season' spark all year long.

Created by 180 and adidas North America, the campaign champions belief over pressure and reframes greatness as a mindset, not a status symbol. It’s also a strategic move for adidas as it strengthens its US footprint ahead of the 2026 FIFA World Cup and LA Olympics in 2028.

This isn’t your typical 'star athlete on a pedestal' play. For the first time, DICK’S and adidas are pairing elite athletes side-by-side with everyday players — putting them on the same level, in the same space, wearing the same gear. The idea: if you can see yourself in them, maybe you’ll believe in yourself too.

Phase One – Trinity Rodman and Jeremiah Smith 

Set inside a stylised DICK’S dressing room, Trinity’s spot blends lifestyle and performance — with mirrored movements between her and her reflection emphasising the internal spark of self-belief. It cues nostalgia while staying modern.

The narrative continues with another rising star in a familiar-yet-fresh DICK’S environment. Jeremiah’s reflection emphasises connection, not idolisation — reinforcing the idea that greatness isn’t out of reach; it’s already within.

Phase Two – Anthony Edwards

This phase shifts gears into performance. Set in a gym, a young player laces up the new AE 2s — and is instantly reflected as Anthony. It’s the first commercial spot for the AE 2 and a pivotal moment in the campaign that connects confidence with product.

Aimed at gen z athletes who see back-to-school as a self-expression moment, the campaign swaps 'New Season, New You' for 'New Year, New You' — and is built for social-first storytelling.

The athlete line up isn’t just elite — they’re resonant, chosen for their authenticity and relevance to today’s youth both on and off the field. From Originals apparel to modern silhouettes, the styling bridges legacy with future-facing performance. And instead of traditional retail scenes, the campaign unfolds in stylised, aspirational spaces that redefine how DICK’S shows up in youth culture.