Dick’s Sporting Goods is stepping into the entertainment arena with the launch of Cookie Jar & A Dream Studios, a new in-house production unit focused on creating original sports-inspired unscripted content. The goal? To connect more deeply with sports enthusiasts by highlighting stories that inspire passion and perseverance.
The retailer, known for its deep roots in athletic gear, has previously collaborated with Hollywood filmmakers since 2014 to tell moving sports stories. Now, it’s bringing production entirely under its roof.
“Sports can transform lives. We’ve seen firsthand how athletes overcome adversity, push limits, and create unifying moments,” said Mark Rooks, VP of Creative, Entertainment & Sponsorships. “These stories need to be told — from local teams to communities shaped by sports.”
The surge in popularity of sports documentaries like Drive to Survive and ESPN’s 30 for 30 has opened new doors for brands. Where companies once relied on advertising during games, many now produce immersive content that resonates with audiences in the streaming era.
Dick’s has already built a strong foundation in storytelling, having created five full-length films and ten shorter documentaries. Notably, We Could Be King won a Sports Emmy, and The Turnaround — about Phillies fan Jon McCann — also earned acclaim.
Their upcoming release Big Dreams: The Little League World Series 2024, co-produced with Imagine Entertainment and MLB Studios, premieres August 12 on ESPN.
The studio’s name honors founder Dick Stack, who in 1948 launched his first shop with $300 from his grandmother’s cookie jar.