Dick’s Sporting Goods and Foot Locker sign Caitlin Clark as first athlete brand partner

Dick’s Sporting Goods and Foot Locker have signed Caitlin Clark as an exclusive brand partner, the first time either company has engaged an athlete in this capacity, Retail Dive reported.

The partnership includes both Dick’s Sporting Goods and Foot Locker, which was acquired by Dick’s in 2025. Foot Locker recently launched a year-round basketball brand platform called “Hoops Lives Here” to strengthen its position in basketball and sneaker culture.

Brett O’Brien, chief marketing officer at Foot Locker, said Clark’s influence extends beyond the court, inspiring fans and energizing the game. The partnership aims to connect fans more closely with athletes, products, and basketball culture worldwide.

Before this deal, Clark was signed by Nike as a signature athlete, with a custom logo and a namesake shoe, the Caitlin 1, launched in September 2025. Clark expressed that partnering with Dick’s and Foot Locker is a special full-circle moment given their deep roots in sports and sneaker culture.

In addition to the Clark partnership, Foot Locker has been expanding its product offerings, including integrating Salomon’s outdoor footwear and launching Reebok’s Question shoe exclusively in its stores, as it seeks to diversify amid challenges faced by the Jordan brand, which accounts for about a quarter of Foot Locker’s sales.