OWNING the Moment with Sports Families
DICK’S Media and adidas partnered to engage youth sports families through GameChanger’s first-to-market homepage takeover during the FIFA World Cup.
Objective
MEETING SPORTS FAMILIES IN THE MOMENTS THAT MATTER MoST
The FIFA World Cup wasn’t just a soccer moment. It was a moment for Sporthood, bringing athletes, parents, coaches, and sports families together around the game they love. Adidas set out to show up where sports families were already engaged, creating meaningful connections during one of the sport's biggest cultural moments. The brand wanted to build awareness for its World Cup Collection and create a standout experience that would capture attention and drive engagement across the youth sports community.
Solution
EXCLUSIVE HOMEPAGE OWNERSHIP ON GAMECHANGER
As part of a broader DICK'S Media campaign, adidas became the first brand to activate a custom homepage takeover on GameChanger. The experience combined homepage ownership with video, branded placements, and shoppable product experiences, helping adidas connect with sports families where they actively engage with youth sports every day. For 14 days throughout the campaign, adidas owned 100% of the GameChanger homepage experience, reaching millions of engaged athletes, parents, coaches, and sports families while exceeding guaranteed delivery goals. The campaign demonstrated the power of premium placements within the DICK'S Sporting Goods ecosystem to drive both awareness and engagement.
ADIDAS/GAMECHANGER takeaway:
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