Matthew McConaughey helps Dick’s Sporting Goods spread holiday cheer across Texas
A star-studded campaign starring Simone Biles, Dak Prescott and other famous athletes transforms retail stores into winter wonderlands.
Sports retail giant Dick’s Sporting Goods is raising the bar this holiday season with a Texas-sized campaign featuring Olympic gymnast Simone Biles, Dallas Cowboys quarterback Dak Prescott, NBA star Chris Paul, and Texas Longhorns quarterback Quinn Ewers.
Adding a touch of Hollywood glamor, Matthew McConaughey makes a surprise cameo, ensuring the initiative is as big and bold as the Lone Star State itself.
Produced by Bolded, the recently launched branded content division of OBB Media, the campaign follows the four sports stars as they compete to create the most dazzling holiday décor for Dick’s stores in their respective hometowns.
While the competition is packed with laughs and over-the-top creativity, it’s not just about bragging rights – each athlete also receives a $100,000 Sports Matter grant to support local youth sports organizations.
Want to go deeper? Ask The Drum
The festive rivalry is packed with personality. In Houston, Simone Biles brings her golden touch, designing a store decked out with medal-inspired accents that reflect her record-breaking career. Over in Dallas, Dak Prescott channels his quarterback prowess into a gingerbread football locker room that would make any Cowboy fan’s holiday wishlist. San Antonio sees Chris Paul crafting a showstopping 12-foot basketball tree. In Austin, Quinn Ewers leans into Lone Star pride with Texan accents – plus a little help from McConaughey, whose cameo adds a pinch of holiday magic.
“We’ve had a blast getting ready for the holidays with Texas’ most inspiring and entertaining sports icons,” said Kari DeGori, vice-president of local marketing and marketing capabilities at Dick’s Sporting Goods. “We hope these displays bring extra joy to our customers and communities while supporting youth sports through the Sports Matter program.”
Paul echoed the sentiment: “I love competing, so participating in this Texas holiday contest with some of the best athletes across sports was a lot of fun. No matter who wins the decorating contest, we all win because we get to give back to youth sports.”
Advertisement
Texans can see the festive creations in person at select stores, including locations in Houston, Dallas, San Antonio and Austin. For those outside the Lone Star State, the campaign will run nationwide across YouTube, Dicks.com, social media and local broadcast channels, alongside traditional 60- and 30-second commercials and extended short-form episodes that dive into the athletes’ design journeys.
Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.