LOS ANGELES. As the FIFA World Cup captures the attention of fans around the globe, DICK’S x adidas step into the moment with “Where It All Kicks Off,” a high-energy new campaign film produced by OBB x Bolded and directed by Sovereign Bloc’s founding director, Daps.
Blending elite athleticism, fan culture, global star power and cinematic spectacle, the film imagines DICK’S and adidas as the gateway to every side of the game. A jersey brings fans face to face with greatness, a pair of cleats drops them into the middle of a pickup match, and a ball sends them into the unknown.
Featuring Lionel Messi, Lamine Yamal, Trinity Rodman, Cobi Jones, Patrick and Brittany Mahomes, Juanpa Zurita and New York Nico, the spot celebrates soccer as both sport
and culture: the legends, the future, the fans, the joy, the pride and the shared energy that surrounds the game.
The film moves with the momentum of a dream, where each touchpoint opens up a different expression of soccer’s world. One moment is intimate and fan-led, another is full- scale spectacle; one belongs to grassroots play, another to the global stage. Rather than treat the sport as a single arena, Where It All Kicks Off embraces soccer as a living ecosystem: shaped by icons, young players, local communities, creators, families and fans.
Directed with Daps’ signature sense of movement, scale and cultural fluency, Where It All Kicks Off moves through a series of portals, worlds and collisions, capturing the feeling of a
sport that belongs everywhere at once from the street to the stadium, from the next generation to the icons who shaped it.
“Soccer is never just one thing,” says Daps. “Its the pros, the kids playing anywhere they can find space, the shirts, the rituals, the heroes, the noise, the pride. With this film, we wanted it to feel like you were stepping into that whole universe. DICK’S and adidas were the gateway, and from there anything could happen.”
Produced by OBB x Bolded, the campaign arrives at a moment when global attention is firmly fixed on the sport. Daps brings together a fast-moving visual language designed to match the pace, imagination and worldwide appeal of the game, celebrating the many ways soccer connects people across generations, communities and cultures.
The result is a film built on constant discovery, with the camera moving between worlds as if pulled by the energy of the game itself. Product becomes a catalyst rather than a static hero: a shirt, a boot or a ball can open a door, shift the environment, or place the viewer inside a new corner of soccer culture. That sense of transformation gives the piece its pace, allowing the campaign to move between humor, awe, competition and pure fan emotion.
Edited by Cabin, with VFX by Parliament, the film leans into the fluid logic of its world, moving between real environments, heightened set pieces and surreal transitions while
keeping the energy rooted in the experience of fans and players. Where It All Kicks Off is released in both a client edit and a director’s cut. Music for the client edit is by Human, with the director’s cut featuring music by Daps & Rockwell.
