Dick's Sporting Goods pays Caitlin Clark for multi-year brand deal

Dick's Sporting Goods named basketball star Caitlin Clark as its first brand partner in a multi-year agreement that also includes Foot Locker.

The company, headquartered in Pittsburgh, announced the deal this week. Clark plays guard for the Indiana Fever, a WNBA team based in Indianapolis. The Fever finished second in the Eastern Conference this year. The partnership marks a strategic shift for Dick's, which has traditionally focused on general merchandise rather than exclusive athlete endorsements.

Clark described the move as a personal milestone. "Dick's Sporting Goods was always a stop before the start of any sports season when I was growing up," she said in the announcement. "Being the first ever brand partner for both them and Foot Locker is a really special full-circle moment." "Both brands have deep roots in sport, basketball and sneaker culture, and have strong connections with fans in the U.S. and around the world," Clark added. The agreement allows Clark's Nike signature footwear, apparel, and product lines to reach a wider audience. Dick's stated that the collaboration will expand her brand's global reach through the two retailers' networks. Ed Stack, executive chairman of Dick's Sporting Goods, Inc., said the company aims to build on the current energy in basketball. "We're excited to partner with Caitlin because we see the same opportunity to build on the energy around basketball and bring more people closer to the game through Dick's and Foot Locker," Stack said. He noted that Clark connects with fans across various sports, including golf, football, soccer, baseball, and softball. The deal covers national and global campaigns, custom promotions, retail and digital experiences, fan activations, appearances, and community programming. Emily Silver, chief marketing and eCommerce & athlete experience officer at Dick's, said Clark's impact extends beyond her playing ability. "Caitlin has had an extraordinary impact on the game of basketball, not only through her talent and star power, but through the countless young girls and boys she has inspired to play the sports that they love, stay in the game and become fans of sport," Silver said. Silver added that the partnership aligns with the company's belief that sports create opportunity and change lives. Clark, an Iowa basketball alumna, won WNBA rookie of the year in 2024.

The specific financial terms of the multi-year contract were not disclosed in the announcement. The deal integrates two major retail brands under a single athlete endorsement structure for the first time in Dick's history. Clark will serve as the face of joint marketing efforts designed to drive retail and digital engagement. The agreement leverages her status as a former Iowa standout and current WNBA player to target fans in the United States and internationally. Dick's and Foot Locker will coordinate their campaign schedules to maximize visibility for Clark's Nike product lines. The partnership includes specific provisions for fan activation and community programming. The company did not provide a timeline for the first major campaign launch. The announcement confirms that the relationship will span multiple product categories beyond basketball. The deal represents a new revenue stream for the retailers based on athlete equity. Clark's inclusion in both brands' portfolios signals a unified marketing approach for the two companies. The financial details remain private between the parties.