Adidas / DICK’S Sporting Goods: New Year, New You Anthony Edwards

​Adidas and DICK’S Sporting Goods have unveiled 'New Year, New You,' a campaign that shifts the spotlight from star athletes to the everyday players who dream like them. With 70% of kids dropping out of sports by age 13, adidas and DICK’S Sporting Goods have teamed up to flip that stat, helping athletes hold onto that 'new season' spark all year long. Created by 180 and adidas North America, the campaign champions belief over pressure and reframes greatness as a mindset, not a status symbol. It’s also a strategic move for adidas as it strengthens its US footprint ahead of the 2026 FIFA World Cup and LA Olympics in 2028. This isn’t your typical 'star athlete on a pedestal' play. For the first time, DICK’S and adidas are pairing elite athletes side-by-side with everyday players — putting them on the same level, in the same space, wearing the same gear. The idea: if you can see yourself in them, maybe you’ll believe in yourself too.