Dick’s Sporting Goods Launches Team USA Olympic Ambassador Program

Dick’s Sporting Goods Team USA ambassador program is setting the stage for the Milano Cortina 2026 Winter Olympics by spotlighting elite Olympic and Paralympic athletes while strengthening its commitment to grassroots sports. The new initiative blends athlete storytelling, social media engagement, and youth sports funding positioning the retailer as more than just a sporting goods brand.

As the official sporting goods retail provider for Team USA, Dick’s Sporting Goods is using this program to connect fans directly with athletes’ journeys, from training sessions to competition moments on the world’s biggest stage.

Dick’s Sporting Goods Announces New Olympic Ambassador Program

Ahead of the 2026 Olympic and Paralympic Winter Games, Dick’s Sporting Goods has introduced a carefully curated ambassador program featuring nine Team USA athletes across multiple winter sports.

According to the company, these athletes will create exclusive behind-the-scenes social content that highlights preparation, travel, training, and competition experiences leading up to and during the Games. This strategy reflects a growing shift toward authentic athlete-driven storytelling rather than traditional sponsorship messaging.

Each ambassador will also receive personalized product gifting experiences, ensuring they are fully equipped for international travel and elite-level competition.

Meet the Team USA Athletes in the Program

The Dick’s Sporting Goods Olympics 2026 ambassador roster represents both Olympic and Paralympic excellence:

• Erin Jackson – Speedskating

• Oksana Masters – Para-Nordic skiing

• Charlie McAvoy – Ice hockey

• Ilia Malinin – Figure skating

• Red Gerard – Snowboarding

• Declan Farmer – Sled hockey

• Audrey Crowley – Alpine skiing

• Korey Dropkin – Curling

• Caroline Harvey – Ice hockey

This diverse lineup ensures broad representation across winter sports while amplifying both Olympic and Paralympic voices.

Athletes Share Their Olympic Journey With Fans

One of the core goals of the Dick’s Sporting Goods Team USA ambassador program is fan connection. Through exclusive content, athletes will offer a real look at what it takes to prepare for the Olympics physically, mentally, and emotionally.

Speedskater Erin Jackson described the partnership as meaningful, noting that representing Team USA remains one of her greatest honors. She emphasized that sharing her journey toward Milano Cortina 2026 adds a special dimension to the Olympic experience.

This personal storytelling approach aligns well with social media trends and Google Discover preferences, where authentic narratives perform better than polished advertisements.

In-Store Send-Offs and Post-Games Celebrations

Before the Winter Games begin, Dick’s Sporting Goods hosted send-off celebrations at select retail locations. Athletes including Declan Farmer, Caroline Harvey, Ilia Malinin, and Declan Farmer participated in these events, giving fans the chance to engage with Olympians in person.

Following the Games, the retailer plans to host homecoming celebrations for ambassadors who earn medals at Milano Cortina 2026. These events aim to bring Olympic moments back to local communities across the United States.

Youth Sports Get a Major Boost Through Sports Matter Grants

Beyond elite competition, the ambassador program places strong emphasis on youth participation in sports.

Each Team USA ambassador will select a youth sports organization to receive a $10,000 Sports Matter grant through The Dick’s Sporting Goods Foundation. These grants are designed to expand access to play and support programs that create meaningful opportunities for young athletes.

If an ambassador wins a medal during the Olympic or Paralympic Games, the chosen organization will receive an additional $10,000, doubling the total impact to $20,000.

This structure directly links Olympic success with grassroots development—an approach that strengthens brand trust and community impact.

Dick’s Sporting Goods Marketing Push for Olympics 2026

Alongside the ambassador program, Dick’s Sporting Goods is launching a new marketing campaign titled “Every Season.”

The advertisement, set to a recognizable sports anthem from a classic football film, focuses on the dedication, preparation, and resilience that define every athlete’s journey. The message reinforces the brand’s long-standing tagline, “Every Season Starts at Dick’s.”

The campaign will begin airing on February 8 across major streaming platforms and broadcast channels and will continue throughout the Olympic and Paralympic Winter Games.

Brand Leadership Perspective

Mark Rooks, Vice President of Creative, Sponsorship, and Entertainment at Dick’s Sporting Goods, stated that the company is proud to champion Team USA and highlight the discipline and drive that shape athletes’ paths to the Games.

This positioning reinforces Dick’s role not only as a retailer but also as a long-term supporter of athletic development at every level.

Why This Program Matters Ahead of Milano Cortina 2026

The Dick’s Sporting Goods Team USA ambassador program reflects a broader evolution in sports marketing. By combining athlete storytelling, community investment, and Olympic visibility, the brand strengthens its relevance in a competitive retail landscape.

For fans, it offers unprecedented access to Olympic preparation.For athletes, it provides meaningful support beyond sponsorship.For young players, it opens doors to participation that might otherwise be closed.

Conclusion

As the countdown to Milano Cortina 2026 continues, the Dick’s Sporting Goods Team USA ambassador program stands out as a strategic blend of inspiration, authenticity, and community impact. By celebrating Olympic and Paralympic athletes while investing directly in youth sports, Dick’s is reinforcing its commitment to every stage of the athletic journey.

With exclusive content, nationwide events, and real financial support for grassroots programs, the initiative proves that for athletes and fans alike, every season truly starts at Dick’s.