Key Takeaways
- DICK’S Sporting Goods’ Cookie Jar & A Dream Studios launches its first unscripted television series, “Play It Forward: Game On,” premiering November 19 on Nickelodeon at 5:30 p.m. ET/PT
- The six-episode series features makeover surprises for six under-resourced youth sports teams across basketball, soccer, volleyball, football, and lacrosse
- Hosted by CBS Sports analyst Renee Montgomery, actor Kel Mitchell, and YouTube creator Jesser, the show airs weekly on Wednesdays at 5:30 p.m. ET/PT
- Cookie Jar & A Dream Studios, launched by DICK’S this summer, extends its Emmy-winning portfolio beyond branded content into linear television distribution
- The series directly connects DICK’S Foundation’s Sports Matter program to a national audience, providing equipment, uniforms, and facility upgrades to participating teams
Retail Brand Enters Linear Television with Youth Sports Focus
DICK’S Sporting Goods is expanding its media presence beyond digital and sponsored content. The retailer’s in-house production studio, Cookie Jar & A Dream Studios, announced “Play It Forward: Game On,” a six-episode unscripted series premiering November 19 on Nickelodeon. The show marks the studio’s first venture into linear television since its launch this summer.
The series features three hosts going undercover to surprise youth sports teams with comprehensive program makeovers. Renee Montgomery, a two-time WNBA champion and CBS Sports analyst, joins two-time Emmy-nominated Nickelodeon alum Kel Mitchell and YouTube star Jesser as co-hosts. The format involves creating distractions while Kristen Garmey, Director of The DICK’S Sporting Goods Foundation, leads a team providing new uniforms, training equipment, game gear, and facility upgrades.
“Play It Forward: Game On is a natural extension of our mission,” Garmey said in the announcement. “One of my favorite moments was when I overheard a young athlete from Henry County boys’ lacrosse program tell his friend, ‘This is the best day of my life’. That’s the reason we do the work we do.”
From Branded Content to Broadcast Distribution
Cookie Jar & A Dream Studios has produced Emmy-winning content since DICK’S established the division earlier in 2025. The move to Nickelodeon represents a shift from owned and digital channels to broadcast partnership. Mark Rooks, VP of Creative, Sponsorship & Entertainment at DICK’S Sporting Goods, positioned the Nickelodeon deal as access to wider family viewership.
“With Nickelodeon as our distribution partner, we get to bring these inspiring stories into the living rooms of families across the country every Wednesday,” Rooks said.
The show is executive produced by Jason Berger, Amy Laslett, and Mark Marracini for Kids at Play, alongside Rebecca Covington, Mark Rooks, and Frank Igrec for Cookie Jar & A Dream Studios, plus Kevin Healy. Kids at Play brings multi-Emmy-winning production experience to the project.
Rebecca Covington, Sr. Director of Creative Production at DICK’S Sporting Goods, confirmed this is the studio’s first unscripted television series. The studio previously focused on documentaries and branded storytelling across digital platforms.
Six Teams Across Five Sports Receive Program Support
The series features six youth sports organizations: Blaze Sports wheelchair basketball team, Sporting Club Soccer Academy, Lady Vikings youth volleyball team, Atlanta Metro Leadership Sports Academy, Rosel Fan youth football, and the Henry County boys lacrosse program. Each episode centers on one team receiving comprehensive program upgrades.
The makeovers include new uniforms, training equipment, game gear, and facility improvements. The scale of upgrades varies by team needs, though specific dollar amounts or equipment details were not disclosed in the announcement.
The selection ties directly to DICK’S Foundation’s Sports Matter program, which provides grants and support to under-resourced teams and athletes. The Foundation has donated millions of dollars through Sports Matter and other community initiatives, though the announcement did not specify total funding amounts or grant criteria for the featured teams.
Retailer Builds Content Ecosystem Beyond Transactions
DICK’S Sporting Goods operates multiple retail banners including DICK’S Sporting Goods, Golf Galaxy, Public Lands, and Going Going Gone, plus experiential concepts like DICK’S House of Sport. The company owns Foot Locker and its associated brands across 20 countries, and operates GameChanger, a youth sports mobile platform for live streaming and scorekeeping.
Cookie Jar & A Dream Studios adds content production to this ecosystem. The studio’s stated mission centers on creating emotionally resonant sports content, though “Play It Forward: Game On” represents its most direct connection between storytelling and the Foundation’s grant work.
The Nickelodeon partnership provides access to a specific demographic. The 5:30 p.m. ET/PT Wednesday timeslot targets family co-viewing, positioning DICK’S messaging around youth sports access during after-school hours.
Strategic Context for Brands in Youth Sports Media
Several youth sports operators and adjacent brands have increased media investments in recent years, though DICK’S represents one of the few retailers moving from owned content to linear television distribution. The approach differs from tournament live-streaming models or athlete-focused documentary series.
The show’s format combines entertainment with cause marketing, linking product placement opportunities (uniforms, equipment) to mission-driven storytelling. Each episode functions as both programming and Foundation visibility.
Nickelodeon’s involvement suggests demand for youth sports content in family programming blocks. The network has historically focused on scripted content and game shows, making “Play It Forward: Game On” a departure into sports reality programming.
Following the November 19 premiere, subsequent episodes will air weekly on Wednesdays at 5:30 p.m. ET/PT through December. Whether DICK’S plans additional seasons or related programming was not addressed in the announcement.
via: DSG
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