Dick’s Sporting Goods has signed Caitlin Clark to a multi-year partnership, the retailer announced on Wednesday. The deal is unique because it also includes Foot Locker, which Dick’s acquired one year ago.
Never before had either company signed an athlete as a brand partner.
“DICK’S Sporting Goods was always a stop before the start of any sports season when I was growing up,” Clark said in a statement. “Being the first ever brand partner for both them and Foot Locker is a really special full-circle moment. Both brands have deep roots in sport, basketball and sneaker culture, and have strong connections with fans in the U.S. and around the world.”
Clark, 24, has a signature shoe line — Caitlin 1 — with Nike, along with endorsement deals with a handful of other major companies. This should help elevate her brand in the space even more.
For the retailers, it’s an opportunity to align with one of the biggest names in sports.
“Caitlin has an incredible ability to inspire, and as an athlete whose love of sports extends beyond basketball to golf, football, soccer, baseball, softball and more, she connects with fans across every part of our business,” said Ed Stack, Executive Chairman, DICK’S Sporting Goods, Inc. “This partnership offers new ways to come together around a shared passion for sport, and the possibilities it creates.”
The retailers will collaborate with Clark on global marketing campaigns, fan activations, appearances and community programming. The partnership will also include special promotions featuring her Nike shoe and apparel.
“Caitlin’s influence reaches far beyond the court. She has captivated fans, inspired a new generation, and brought new energy to the game,” said Brett O’Brien, SVP, Chief Marketing Officer, Foot Locker.
“Foot Locker has always been the home for basketball, connecting fans with the athletes, products, and moments that move the game forward across the globe. Our partnership with Caitlin builds on that commitment, creating new opportunities to bring fans closer to the sport and celebrate the culture surrounding it.”
Nike launched the Caitlin 1 shoe on Oct. 1 and it sold out in hours. While it may be sold out on Nike’s website, it is available through select retailers — including Dick’s and Foot Locker.
It will be fascinating to see what kinds of activations these retailers come up with, and how Clark is utilized in campaigns in the United States, and across the world.