Dive Brief:
- Dick’s Sporting Goods inked a multi-year deal with WNBA star Caitlin Clark, the company announced last week.
- The exclusive deal includes both Dick’s and Foot Locker, and is the first time either company has signed an athlete as a brand partner.
- As part of the deal, Dick’s and Foot Locker will work to develop national and international campaigns; promotions for her footwear, apparel and other product collections; retail and digital experiences; and fan events, appearances and other programming.
Dive Insight:
Foot Locker this spring unveiled a year-round basketball brand platform, dubbed “Hoops Lives Here,” to reinforce its standing in basketball and sneaker culture.
The company, which was acquired by Dick’s Sporting Goods in 2025, has always been synonymous with basketball, according to Brett O’Brien, chief marketing officer at Foot Locker.
"Caitlin's influence reaches far beyond the court. She has captivated fans, inspired a new generation, and brought new energy to the game," O'Brien said in a statement. Foot Locker connects “fans with the athletes, products, and moments that move the game forward across the globe. Our partnership with Caitlin builds on that commitment, creating new opportunities to bring fans closer to the sport and celebrate the culture surrounding it."
Before nabbing a deal with Dick’s Sporting Goods and Foot Locker, Clark caught the attention of iconic athleticwear brand Nike. In August 2025, the brand announced Clark as a signature athlete and debuted her custom logo. This September, the brand launched her namesake shoe, the Caitlin 1.
“Dick’s Sporting Goods was always a stop before the start of any sports season when I was growing up,” Clark said in a statement. “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.”
In addition to the company’s collaboration with Clark, Foot Locker has entered into other partnerships to revamp its offerings. In July, Foot Locker agreed to integrate outdoor brand Salomon’s footwear for women and men into its product assortment. This month, Reebok launched its Question shoe exclusively in Foot Locker.
Foot Locker is adding new products to its lineup as one of its top brands begins to flounder. The Jordan brand — which makes up roughly a quarter of Foot Locker’s revenue — has faced sales declines in recent years. The brand generated $8.7 billion for Nike in fiscal year 2024, but sales at the brand have since fallen by 20% from that benchmark.
In its Q2 earnings report, Dick’s said Foot Locker’s comparable sales dipped 3.6% from a year prior. The company drastically lowered its full-year outlook for Foot Locker, and now expects comps to be flat or fall as much as 2%, compared to previous expectations of between 1.5% and 2% growth. Foot Locker is also expected to have an operating loss between $40 million and $80 million, compared to the previous forecast of a profit of between $110 million to $150 million.
