Dick’s Spotlights 9 Team USA Athletes in New Ambassador Program

Dick’s Sporting Goods is gearing up for Milano Cortina 2026 with a new ambassador program filled with Team USA Olympic and Paralympic athletes.

Through the program, the Pittsburgh, Penn.-based retailer noted that ambassadors will share exclusive social content offering an inside look at their preparation, training and competition in behind-the-scenes moments during the Olympic and Paralympic Winter Games. As part of the program, each athlete will also receive personalized product gifting experiences to equip them for their travels, the company noted.

Dick’s roster of ambassadors features nine Team USA athletes including speedskater Erin Jackson, para-Nordic skier Oksana Masters, ice hockey player Charlie McAvoy, figure skater Ilia Malinin, snowboarder Red Gerard, sled hockey player Declan Farmer, alpine skier Audrey Crowley, curler Korey Dropkin and ice hockey player Caroline Harvey.

“Representing Team USA has been one of my greatest honors, and having Dick’s support me and the others chasing our dreams for Milan adds something special to the experience,” Jackson said in a statement. “I’m grateful for the chance to share my story and celebrate this journey to Milano Cortina 2026 with the fans!”

Prior to Milano Cortina 2026, Dick’s hosted send-off celebrations in select Dick’s stores, with Dropkin, Harvey, Malinin and Farmer. Following the Winter Olympic and Paralympic Games, Dick’s said it will host homecoming celebrations for its Team USA ambassadors who earn a medal during Milano Cortina 2026.

And as the official sporting goods retailer provider for Team USA, Dick’s also plans to further support youth sports and expand access to play. Each Team USA ambassador will select a youth sports organization to receive a $10,000 Sports Matter grant, provided by The Dick’s Sporting Goods Foundation.

Each nominated organization must meet The Foundation’s eligibility criteria to ensure funds benefit programs that create meaningful opportunities for young athletes to participate in sports. In addition, if an ambassador earns a medal during the Olympic and Paralympic Winter Games, they will receive an additional $10,000 grant to award to the same organization, doubling the impact.

Mark Rooks, vice president of creative, sponsorship and entertainment at Dick’s, added that the company is “proud to champion Team USA and shine a spotlight on the drive and dedication that shapes these athletes’ path to the Olympic and Paralympic Winter Games.”

Alongside Dick’s new ambassador program, the retailer is launching a new marketing ad titled, “Every Season.” The spot, set to an iconic sports anthem from a beloved football movie, highlights the preparation, training and competition that defines every athlete’s journey – the same theme Dick’s Team USA ambassadors will bring to life in their social content. The company noted that the ad aims to reinforce that “Every Season Starts at Dick’s” and underscores the brand’s commitment to supporting athletes at every stage of sport.

Beginning on Feb. 8, “Every Season” will run across multiple streaming services and broadcast. The campaign will continue to run across platforms throughout the Olympic and Paralympic Winter Games.