'Creators as the new storytellers': Over 10,000 apply to be part of Dick's Sporting Goods creator program

"Dick's Sporting Goods is boosting its creator roster as it looks to play a bigger role in culture, events and social media. This year, the retailer is expanding Varsity Team, its ambassador program open to both Dick's employees and external creators, to reach its largest membership ever. Varsity Team members partner with Dick's and its top national brands on content for marketing campaigns and social platforms. Dick's is currently wading through its largest applicant pool to date: 10,800 people applied this year for around 60 spots - up from 5,300 last year for 50 spots. The program originated in 2021, and it was first limited to Dick's employees before opening to the public two years ago."

"Varsity Team isn't Dick's only creator effort; outside of the program, Dick's recruits influencers to talk about specific events and sales for occasions like Mother's Day and the holidays. But Varsity Team is unique, executives said, as it taps a mix of its own internal talent, athletes and everyday influencers. It also has appointed stars like Tara Davis-Woodhall and Hunter Woodhall - who are Olympic and Paralympic track and field athletes, respectively - as "team captains.""

"Varsity Team is the first group Dick's turns to for content, and it's the one Dick's relies on to participate in social media trends and events like the WNBA Live and the Chicago Marathon. "Obviously, with traditional media, you can buy a commercial," Nicole Marcus, influencer marketing lead at Dick's, told Modern Retail. "But my team is excited about content creators, because we know sports and storytelling go hand in hand. We see creators as the new storytellers. We're excited about getting them to more events and [participating in] cultural moments.""

Dick's Sporting Goods is expanding its Varsity Team ambassador program to its largest membership, drawing 10,800 applicants this year for roughly 60 spots, up from 5,300 applicants for 50 spots last year. The program began in 2021 and transitioned from an employee-only initiative to a public program two years ago. Varsity Team members create content for marketing campaigns and social platforms and partner with national brands. The retailer also engages influencers outside the program for event- and holiday-specific promotions. Varsity Team mixes store associates, NIL athletes, coaches, celebrities, and everyday influencers and serves as the primary content source for cultural moments and sporting events.

Read at Digiday