DICK’S Sporting Goods has unveiled a nine-athlete roster for its new Team USA Ambassadors program as the retailer ramps up support for Olympic and Paralympic Winter Games competitors heading to Milano Cortina 2026.
The retailer’s new ambassador roster spans winter disciplines from speedskating to sled hockey, connecting Olympic storytelling with grassroots sports investment as Milano Cortina 2026 approaches.
It includes Olympic speedskater Erin Jackson, Para Nordic skier Oksana Masters, NHL defenseman Charlie McAvoy, figure skater Ilia Malinin, snowboarder Red Gerard, para ice hockey player Declan Farmer, alpine skier Audrey Crowley, curler Korey Dropkin, and ice hockey player Caroline Harvey.
DICK’S hosted send-off events at select stores featuring Dropkin, Harvey, Malinin, and Farmer ahead of the Games. The retailer plans homecoming celebrations for medal-winning ambassadors following Milano Cortina 2026.
Throughout the competition, DICK’S program will connect fans with athletes through behind-the-scenes social content while channeling financial support into youth sports organizations. Each ambassador will direct a $10,000 Sports Matter grant to a youth sports organisation, with medal winners earning an additional $10,000 for their chosen program.
DICK’S unveils new ‘Every Season’ spot
The retailer is supporting the program with a new advertising spot titled “Every Season,” which serves as a Winter Games evolution of the brand’s long-standing marketing pillar. Featuring a stirring soundtrack from a football movie classic, the spot reinforces the retailer’s “Sports Matter” philosophy by equating the grit of winter sports with the tradition of American team sports.
The campaign launches Feb. 8 across streaming and broadcast platforms and will run throughout the Olympic and Paralympic Winter Games.
