Dick's Sporting Signs Caitlin Clark as Its First-Ever Athlete Partner

Dick's Sporting Goods has signed WNBA star Caitlin Clark to a multi-year exclusive deal — the first time either Dick's or Foot Locker has signed an athlete as a brand partner. The company announced the agreement last week.

The deal covers both retailers and spans a broad scope of activity. Dick's and Foot Locker will develop national and international campaigns, promotions for Clark's footwear, apparel and other product collections, retail and digital experiences, and fan events, appearances and other programming.

Why does the deal land now?

Foot Locker unveiled a year-round basketball brand platform this spring, dubbed "Hoops Lives Here," to reinforce its standing in basketball and sneaker culture. Dick's acquired Foot Locker in 2025. Brett O'Brien, chief marketing officer at Foot Locker, said the chain has always been synonymous with basketball.

"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."

Clark brings proven commercial momentum. Nike named her a signature athlete in August 2025 and debuted her custom logo. This September, Nike launched her namesake shoe, the Caitlin 1.

Clark framed the deal through a personal lens. "Dick's Sporting Goods was always a stop before the start of any sports season when I was growing up," she 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."

What pressure is Foot Locker under?

The Clark partnership arrives as Foot Locker's reliance on one major brand turns into a liability. The Jordan brand makes up roughly a quarter of Foot Locker's revenue and has faced sales declines in recent years. Jordan generated $8.7 billion for Nike in fiscal year 2024. Sales at the brand have since fallen 20% from that benchmark.

Dick's Q2 earnings report quantified the strain. Foot Locker's comparable sales (a metric tracking performance at stores open at least a year) dipped 3.6% from a year prior. Dick's drastically lowered its full-year outlook for the banner. It now expects Foot Locker comps to be flat or fall as much as 2%, compared with previous expectations of 1.5% to 2% growth. Foot Locker is also expected to post an operating loss between $40 million and $80 million, versus a previous forecast of a profit between $110 million and $150 million.

How else is the retailer refreshing its lineup?

Foot Locker has moved on several fronts to revamp its product assortment:

• In July, it agreed to integrate outdoor brand Salomon's footwear for women and men into its assortment.
• This month, Reebok launched its Question shoe exclusively in Foot Locker.
• The Clark deal adds an athlete-led marketing engine across campaigns, retail, digital and events.

The pattern is clear: Dick's is diversifying Foot Locker away from a shrinking Jordan dependency through exclusive brand partnerships and, now, its first athlete endorser. The Clark deal's success will hinge on whether her proven ability to sell signature footwear can translate into store traffic and comps.