# Brand Ambassador Agreements Dick's Sporting Goods Has New Ambassadors for Private Label Products By Daniel Johnson | Published 2021-05-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/private-label-products1 References: [retaildive](https://www.retaildive.com/news/dicks-builds-out-brand-ambassador-roster-for-private-labels/599384/) & [s27.q4cdn](https://s27.q4cdn.com/812551136/files/doc_news/Cultural-Icons-tWitch-And-Allison-Boss-To-Partner-With-DSG-DICKs-Sporting-Goods-Family-Athleisure-Brand-2021.pdf) [Dick's Sporting Goods](https://www.trendhunter.com/trends/dicks-sporting-goods1) is now leveraging high-profile brand ambassadors in an effort to promote its private label products, the new ambassadors will include Stephen tWitch and Allison Boss. Both of the ambassadors will have a long-term relationship with the retailer and will promote the private label products associated with the Dick's Sporting Goods DSG family athleisure brand. The new brand ambassadors are a celebrity dance couple and also launched a [TikTok](https://www.trendhunter.com/trends/boss-x-russell-athletic) dance challenge to mark International Dance Day. "Stephen and Allison embody everything DSG is all about," said Ed Plummer, a Senior Vice President and Chief Marketing Officer at Dick's Sporting Goods. "Just like DSG, they both actively live life to its fullest and support inclusivity for all athletes, no matter their size, skill, age or budget. We're excited to partner with the Bosses and look forward to all of the fun things we have planned together." Image Credit: Dick's Sporting Goods ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 36% | Activity: 30% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Celebrity Brand Ambassadors:** Leveraging high-profile brand ambassadors can be an effective way to promote private label products. - **Influencer Marketing:** Partnering with social media influencers like Stephen tWitch and Allison Boss can help increase brand awareness and reach more customers. - **Tiktok Challenges:** Creating TikTok dance challenges can be a fun and engaging way to grab attention and promote brand products. ### Where This Applies - **Sports Retail:** Sports retailers like Dick's Sporting Goods can utilize celebrity brand ambassadors to promote their private label products and increase sales. - **Athleisure:** The use of celebrity brand ambassadors like Stephen tWitch and Allison Boss can help promote athleisure wear and increase demand for this type of clothing. - **Social Media:** Social media platforms like TikTok can be leveraged for influencer marketing and to create engaging content that promotes brand products. ## Related on Trend Hunter - [Retailer-Focused Athletic Collaborations](https://www.trendhunter.com/trends/dicks-sporting-goods1.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Rising Rockstar Workwear Collaborations](https://www.trendhunter.com/trends/rising-rockstar-blondshell.md) - [Retailer Sports Investments](https://www.trendhunter.com/trends/dicks-sporting-goods.md) - [Wellness-Promoting Employee Initiatives](https://www.trendhunter.com/trends/summer-of-sport.md) - [Sportswear Retailer Partnerships](https://www.trendhunter.com/trends/target-and-champion.md) - [Ambassador-Focused Footwear Campaigns](https://www.trendhunter.com/trends/vans.md) - [Private Label Product Promotions](https://www.trendhunter.com/trends/game-day-promotion.md) - [Youthful Golf-Focused Brand Ambassadors](https://www.trendhunter.com/trends/akshay-bhatia.md)