Daps, OBB x Bolded Kick Off for DICK'S x adidas
As the FIFA World Cup captures the attention of fans around the globe, DICK’S x adidas steps into the moment with “Where It All Kicks Off,” a 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.
The star-studded film features Lionel Messi, Lamine Yamal, Trinity Rodman, Cobi Jones, Patrick and Brittany Mahomes, Juanpa Zurita and New York Nico as it 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.
Directed with Daps’ 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. “It's 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” was 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.
“Where It All Kicks Off” credits
Client: DICK’S x adidas
Director: Daps / Sovereign Bloc
Production Company: OBB x Bolded
Michael D. Ratner - Founder/CEO
Scott Ratner - COO & Co-Founder
James Rowe - President, Bolded
Kfir Goldberg - SVP, Creative Development & Production
Elias Tanner - SVP, Strategy & Growth
Jacqueline Giaccio - VP of Communications
Erin Brogan - Senior Brand Partnership Director, Bolded
Michael Kushner - Executive Creative Director
Ricky Bowry - Creative Director
Tim McDonell - Creative Director
Sherif Bakare – Sr. Coordinator, Creative Development & Social Strategy
Andy Wu - Senior Director, Production
Brian Quinlan - Line Producer
Abbie Noon - Executive Producer
Caroline Rood - Head of Post Production
Marianna Crisostomo - Post Production Coordinator
Jeremy Clem - Assistant Editor
Mark Brinn - Graphic Design
Edit: Cabin
Editor - Nick Rondeau
Cutting Assist - Astrid Cedeño Franco
Senior Producer - Lorelei Polk
Executive Producer - Hope Duhaime
VFX: Parliament
Music: Human
MD/EP - James Dean Wells
Creative Lead and Composer - Jon Hubbell
Producer - Josh Green
Director’s Cut Music: Daps & Rockwell
Color: Rare Medium
EP/MD - Heath Raymond
Producer - Nubia Lima
Colorist - Mikey Rossiter
Color Assist - Rachel Kong, Sam Ommen
Mix/Audio: Lime
Sound Design and Mix - Joel Waters
Audio Assistant - Mia Perfetti
Executive Producer - Susie Boyajan
