Creative Brief: DICK’S Sporting Goods Foot Locker Sneaker Truck
Target Audience: The target audience for DICK’S Sporting Goods’ new mobile activation, the Foot Locker Sneaker Truck, is Gen Z attending major music and sporting events between July and September 2026. A secondary target audience is people invested in sneakerhead culture. The activation will launch on Friday, July 3, at the FIFA World Cup game at Hard Rock Stadium in Miami, Florida, and will move across the United States, stopping at other FIFA World Cup games and music festivals like Lollapalooza in Chicago and Outside Lands in San Francisco.
Where this ad will appear: Since Gen Z brand engagement is prevalent online, several advertisements will appear on social media and in sports publications such as Sports Business Journal, Bleacher Report, and Complex, as well as in local newspapers such as the Chicago Tribune and the San Francisco Chronicle. Out-of-Home (OOH) advertisements (bus shelter posters, billboards, junior posters) will also be placed in cities hosting these major sporting and music events to garner attention from the local Gen Z population, targeting local colleges and places of gathering amongst youth.
The goal: The goal of the DICK’S Sporting Goods’ Foot Locker sneaker truck is to increase brand awareness amongst Gen Z and sell limited edition sneakers and festival gear (i.e., branded shoe insoles, bandanas, handheld fans, socks, and shoe cleaner) that will contribute to Gen Z-led sneakerhead culture.
Why we need this ad: This activation leverages the crowds of people all over the world who are traveling to the U.S. this summer to attend the FIFA World Cup and American music festivals as well as word-of-mouth and the power of social media virality. DICK’S Sporting Goods is meeting Gen Z where they’ll be this summer–out at these major sporting and music events.
Brand Storytelling: Three OOH Ads