Dick’s Sporting Goods’ content arm, Cookie Jar & A Dream Studios, premieres its first unscripted TV series, Play It Forward: Game On, on Nickelodeon starting Nov. 19. The six-episode show brings surprise facility upgrades, gear, and uniforms to youth sports teams in need.
Play It Forward: Game On is a six-episode unscripted TV series from Dick’s Sporting Goods’ own production studio, Cookie Jar & A Dream Studios. The show launches on Nickelodeon on Nov. 19, 2025, airing weekly on Wednesdays at 5:30 p.m. ET/PT. Hosts include Renee Montgomery (CBS Sports analyst, former WNBA champ), Kel Mitchell (actor / Nickelodeon alum), and YouTube creator Jesser.
How the show works: undercover upgrades for youth sports
The team goes undercover in underserved communities, working closely with coaches and parents to transform youth sports teams’ infrastructure. Essentials like uniforms, training equipment, game gear, and even full facility renovations are delivered by the Dick’s Foundation, led on camera by Kristen Garmey, Foundation Director. Featured teams include Blaze Sports (wheelchair basketball), Sporting Club Soccer Academy, Lady Vikings volleyball, Atlanta Metro Leadership Sports Academy, Rosel Fan football, and Henry County boys’ lacrosse.
Why this TV debut matters for Dick’s
This marks Dick’s first foray into unscripted network television, expanding its content reach beyond social and digital media. The project builds on its Sports Matter mission, aligning content with a social impact narrative that supports youth sports access and equity. By airing on Nickelodeon, Dick’s taps into a younger, family-oriented audience – increasing brand visibility among kids, parents, and community stakeholders.
Becoming a content-first brand?
Dick’s is doubling down on storytelling as part of its brand strategy: creating emotionally resonant content that reinforces its role in youth sports. With youth participation being a key long-term market, the show connects product, philanthropy, and owned media in a unique way – potentially driving both brand loyalty and mission-driven sales.
Background
Dick’s Content Studio is the in-house content and production studio for Dick’s Sporting Goods. Launched in August 2025, the studio creates sports-themed content to tell human-centered stories through the lens of sport. The launch was paired with the release of a documentary chronicling the 2024 Little League World Series, produced in partnership with Imagine Entertainment and MLB Studios.
Fun fact: Cookie Jar & A Dream Studios takes its name from a piece of Dick’s company lore. Founder Dick Stack borrowed $300 from his grandmother’s savings, kept in a cookie jar, to jump-start the business.
