DICK’S Sporting Goods has opened its previously internal content creator program to public applicants, offering paid partnerships and brand exposure opportunities for sports enthusiasts with social media followings.

The company recently launched public applications for its DICK’S Varsity Team program, previously available only to company employees. 

The expanded initiative seeks social media creators who are passionate about sports to develop original content in partnership with the retailer and its associated brands.

Olympic Athletes to Mentor New Creator Roster

The program operates under the guidance of Olympic gold medalist Tara Davis-Woodhall, Paralympic gold medalist Hunter Woodhall, and basketball stars Haley and Hanna Cavinder, who serve as team captains providing mentorship to selected creators.

“The DICK’S Varsity Team program and its talented content creators far exceeded our expectations over the past couple of years,” Mark Rooks, VP of Creative, Entertainment & Sponsorships at DICK’S Sporting Goods, said in a press release. “The program’s continued success and the growing demand for authentic, first-person social content are the reasons we’re excited to expand the Varsity Team outside the walls of DICK’S Sporting Goods.”

Selected participants receive compensation through multiple channels: a paid contract for content creation, monthly DICK’S gift cards for product features, potential appearances in DICK’S marketing materials, early access to product launches, and professional development through monthly learning sessions with DICK’S influencer team and their agency partner, Fohr.

The internal version of the program, which launched in 2023, generated over 1,000 pieces of content resulting in 38 million impressions. Participants collaborated on 10 campaigns for both DICK’S and partner brands including Away, Carhartt, New Balance, and Brooks.

“Sports have changed my life and taken me to places I once only dreamed of,” Davis-Woodhall stated in the release. “I’m excited to partner with DICK’S, serve as a Team Captain for their Varsity Team program, and help share their mission of supporting athletes on their journeys and telling their stories.”

The application period runs through February 27, 2025, at 11:59 p.m. EST.

Influencers are establishing their foothold within the sports industry, acting as far-reaching voices and media figures.

For instance, when the NBA’s biggest trade bombshell of the season dropped – Luka Dončić moving to the L.A. Lakers – content creator Jordan Howlett gained unprecedented creator access to the Lakers’ press conference within hours, illustrating a shift in how professional sports teams engage with creators and how narratives reach fans.