DICK’S Sporting Goods has launched a new footwear advertising campaign called “Speed Shopping” featuring internet personality iShowSpeed alongside sports icons Tom Brady, Kevin Durant, Suni Lee, and Travis Hunter. 

The campaign aims to showcase DICK’S athletic footwear, both performance and lifestyle options.

The narrative follows iShowSpeed during what begins as a routine shopping trip that transforms into a competitive series of athletic challenges against professional athletes. 

Each star appears unexpectedly to test the content creator’s skills while he shops for featured footwear, including the Adidas Spezial, Adidas Electric Exotic Speed Cleats, Hoka Bondi 9, and Nike Vapor Elite 1 NRG Football Cleats.

Targeting Cultural Intersection

“The campaign is all about the energy that makes culture and footwear so intertwined,” Emily Silver, Chief Marketing Officer at DICK’S Sporting Goods, said in a press release. “By bringing together iShowSpeed and the biggest athletes in the world, we wanted to create something that’s not just about shopping for shoes – it’s about the experience, competition, and passion that fuels every athlete.”

Developed by OBB Media’s branded content studio, the campaign continues the production company’s ongoing partnership with DICK’S. The retailer aims to merge sports, style, and culture through iShowSpeed’s characteristic high-energy interactions.

The streamer recently participated in a flag football match against fellow creator Kai Cenat, which the NFL organized ahead of this year’s Super Bowl.

The “Speed Shopping” campaign debuted across multiple platforms, including broadcast, digital, social media, and streaming services such as Amazon Prime, Disney+, Hulu, Max, Netflix, and YouTube.

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