Key Takeaways
- DICK’S Varsity Team, launched in 2023 as an employee program, now recruits athletes, parents, coaches, and content creators nationwide
- The 2026 program runs April 2026 through March 2027 with paid content contracts and no follower count requirements
- Four Team Captains announced: Olympic athletes Tara Davis-Woodhall and Hunter Woodhall, professional baseball player Coach Rac, and sports creator Emily Harrigan
- Members receive paid contracts, exclusive product drops, marketing feature opportunities, and mentorship from DICK’S social media experts
- Applications open to anyone 18 or older with active, public social accounts and a passion for sports content creation
LEARN MORE / APPLICATION HERE
From Employee Initiative to Industry-Wide Creator Network
DICK’S Sporting Goods is entering what it calls the “biggest year yet” for its Varsity Team program, a social media ambassador initiative that began in 2023 as an exclusive opportunity for in-store and corporate employees. The 2026 program expands recruitment to include athletes, parents, coaches, and sports fans beyond the company’s workforce.
The initiative connects content creators with paid opportunities to represent DICK’S and partner brands including Nike, Under Armour, and HOKA. Unlike many creator programs, DICK’S sets no minimum follower requirements for applicants.
What Members Receive
Selected Varsity Team members sign one-year contracts running from April 2026 through March 2027. The program includes paid content creation agreements, with compensation tied to specific campaign deliverables shared upon acceptance.
Members also receive exclusive product shipments, early access to product launches and store events, and opportunities to appear in DICK’S marketing campaigns and social media channels. The program includes a four-day orientation event designed to connect participants with fellow creators and industry mentors.
DICK’S reserves dedicated spots each year specifically for current employees who meet program criteria and remain in good standing.
Leadership Through Four Team Captains
The 2026 program introduces four Team Captains representing different backgrounds in sports and content creation.
Olympic track and field athletes Tara Davis-Woodhall and Hunter Woodhall serve as co-captains. “DICK’S is all about working with creators, athletes, and coaches, people growing their sport and telling their stories,” the couple stated in program materials. “What a blessing to share our experience and learn from everyone there.”
Professional baseball player Coach Rac returns after participating in the 2025 program. “After joining the DICK’S Sporting Goods Varsity Team last year, I’ve seen firsthand how intentional this community is about supporting the next generation of athletes and creators,” he said.
Emily Harrigan, a former soccer player turned sports content creator, rounds out the captain roster. “DICK’S has been woven into my story as an athlete, a coach, and a creator,” Harrigan noted. “It’s a brand that has supported my love for sports at every stage.”
Application Requirements and Timeline
The program requires applicants to be 18 or older with active, public social media accounts. Instagram is mandatory, though TikTok and YouTube links can supplement applications to demonstrate content style and range.
Applicants submit a headshot along with their social profiles. The selection process focuses on authenticity and engagement with sports culture rather than existing audience size.
Members commit to creating and posting original content aligned with campaign themes throughout the year-long program. DICK’S estimates the time commitment at a few hours monthly for planning, filming, and posting.
Building Retail’s Sports Creator Ecosystem
The Varsity Team expansion reflects DICK’S investment in content creation as both marketing strategy and community-building tool. By removing follower minimums and opening applications beyond employees, the retailer positions itself to work with creators at various experience levels.
The program’s structure, combining compensation, mentorship, and brand partnership access, creates a pathway for sports enthusiasts to develop creator skills while representing a national retail brand. For DICK’S employees specifically, the program adds a professional development dimension to their retail roles.
Support questions can be directed to dicksvarsityteam@fohr.co.
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