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CLIENT

Agency 3-2 _ Full-Service Brand Marketing & Talent Agency
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Football University 2026

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Football University 2026 was built to immerse Dick’s Sporting Goods associates in the world of Nike and Jordan Brand Football through a training experience designed to make product knowledge more tangible, memorable, and usable on the sales floor.

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Held at Robert Morris Island Sports Facility in Pennsylvania, the event brought together 140 Dick’s Sporting Goods employees for a full-day program centered on education, product storytelling, and firsthand trial. The goal was clear: deepen understanding of Nike and Jordan Brand football cleats and strengthen the confidence associates need to recommend and sell them with credibility in-store.

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The experience unfolded in three parts: Educate, Service & Selling, and Compete.

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Associates entered an immersive Nike and Jordan Brand Football environment shaped by large-scale athlete imagery, styled mannequins, gallery displays, and product trialing lockers that set the tone for the day. At the center of the space, a museum-style exhibition stage featured player lockers, football memorabilia, key cleats, and educational content displayed against a large LED screen, creating a strong opening moment for presentations led by the Nike and Jordan product teams.

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From there, the education phase brought the cleat story to life through interactive Position Lockers, each focused on a specific role on the field and the product built to support it. Athlete imagery, position-specific statistics, product facts, and performance benefits made each cleat easier to understand, while interactive skill devices helped associates connect those features to the real demands of the game.

The service and selling portion translated that knowledge into retail language. Guided by the Dick’s Sporting Goods team, associates moved through the Nike and Jordan galleries, where the Vapor, Alpha, Force, and Jordan cleat stories were presented through product displays, athlete relevance, iconic colorways, innovation messaging, and selling callouts. This phase helped turn product detail into clearer, more confident customer conversations.

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The final phase, Compete, brought the cleats into motion. Through football-inspired trialing stations led by a football athlete, associates tested the product in environments built around speed, agility, power, and reaction. The Agility Ladder, JUGS Machine, Flip Sled, Drive Sled, and Power Blaster gave participants a direct feel for the cleats under pressure, helping transform product education into real conviction.

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Appearances by Braylan Lovelace, Cam Heyward, Cruce Brookins, and Coach Pat Narduzzi added athlete and coaching perspective throughout the day, reinforcing the connection between product, performance, and the realities of the sport.

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What Football University 2026 ultimately delivered was more than a product training. It created a branded learning environment where Dick’s Sporting Goods associates could understand the cleats, feel the cleats, and leave better equipped to tell each product story with clarity and confidence.

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