Dick's Sporting Goods' Texas Holiday was a unique and multi-faceted 360 campaign with on-and off-screen elements, that celebrated 4 cities across the state and featured a homegrown athlete from each city – Dak Prescott for Dallas, Simone Biles for Houston, Chris Paul for San Antonio, and Quinn Ewers for Austin – with a little extra help from Matthew McConaughey. Each athlete transformed their local Dick's store into a bespoke winter wonderland, with immersive store-wide installations. The campaign yielded :60 and :30 broadcast commercial spots and a suite of social assets, but the fun didn’t just live on screen. The larger than life in-store installations were built to last, and stayed up for local Texans to visit IRL for the entire holiday season – generating UGC well after we left the stores.

As a final button on the campaign, each athlete received a $100,000 Sports Matter grant to award to a local youth sports organization of their choosing, and returned to their decorated store to hand over the check and inspire a next generation of athletes.