DICK’S Sporting Goods has opened applications for its 2026 Varsity Team roster, marking the program’s second year accepting public applicants. The social-first ambassador initiative targets content creators with a passion for sports and online community influence.

Since opening to external applicants in 2025, the DICK’S Varsity Team reports creating more than 2,500 pieces of social content, generating 40 million-plus impressions, and appearing in over 20 campaigns for DICK’S and partner brands, including adidas, New Balance, On, and Hoka. The results prompted DICK’S to increase its 2026 roster size.

“Today’s creator economy is driven by authenticity, and the DICK’S Varsity Team has quickly become a defining space for athletes and creators to bring their passion for sport to life through real, first-person storytelling,” said Mark Rooks, VP of Creative, Sponsorship & Entertainment at DICK’S Sporting Goods, in a press release. “As one of the leading sports ambassador programs, we’re excited to expand this community and deepen our shared connection to sport.”

Team Captain Structure

DICK’S is expanding its Team Captain program from the short-term 2025 mentorship model to longer-term partnerships with four athletes. 

Olympic and Paralympic track and field athletes Tara Davis-Woodhall and Hunter Woodhall return as captains, joined by Savannah Bananas player and 2025 Varsity Team member RobertAnthony Cruz, as well as former collegiate soccer player and sports reporter Emily Harrigan.

“Social media has given us a chance to pursue our dream, specifically because of those who have supported our content and careers,” said The Woodhalls. “Without our community, none of this would be possible. When we started, we didn’t have many mentors and no financial support, but we put ourselves out there and figured it out along the way.”

Creator Benefits and Programming

Selected 2026 Varsity Team members will receive paid contracts for content creation and social media posting, an all-expense-paid four-day orientation experience in Tampa, Florida, quarterly trend boxes featuring products from brands at DICK’S, and DICK’S gift card opportunities for content creation purchases.

Additional benefits include potential features on DICK’S social media channels, website, brand videos, photoshoots, and in-store signage; early access to select product launches and VIP events; and participation in “Coaches Corner” sessions connecting members with DICK’S influencer marketing team and agency partner, Fohr.

“After joining the DICK’S Sporting Goods Varsity Team last year, I’ve seen firsthand how intentional this community is about supporting the next generation of athletes and creators,” said Cruz. “It is a tremendous honor for me to step into the role of team captain, and I’m excited to continue promoting a love of sport through mentorship and content.”

“I’m thrilled to be a DICK’S Varsity Team Captain this year. DICK’S has been woven into my story as an athlete, a coach, and a creator,” said Harrigan.

Applications open January 20, 2026, and close February 3, 2026, at 11:59 p.m. EST. Application criteria and submission details are available at dicksvarsityteam.com.

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