Groove Jones Launches FOOH Holiday Campaign for Dick's Sporting Goods' Crocs NFL Collection

Groove Jones built a fake-out-of-home holiday campaign for the Crocs NFL Collection, running through Dick's Sporting Goods. The agency confirmed the work on LinkedIn this week.

The campaign centers on Crocs' NFL-branded line, sold through Dick's Sporting Goods' network of stores and digital channels. FOOH work relies on hyper-realistic CGI installations built to look like physical out-of-home media, then distributed as social content rather than placed on actual billboards or storefronts.

Groove Jones has built a track record in this format. The studio works across sports, retail, and entertainment clients, producing content designed to move fast through social feeds during high-traffic commercial windows. Holiday season sits squarely in that window for sporting goods advertising, when retailers compete for attention across apparel, footwear, and licensed team merchandise.

Dick's Sporting Goods has leaned into licensed collaborations as a differentiator against big-box and direct-to-consumer competitors. The Crocs NFL Collection pairs a footwear brand with league licensing, giving the retailer a product story built around fandom rather than discount pricing.

No campaign budget, media spend, or performance data has been disclosed. The scope of the placement, whether it runs as a single asset or a multi-part release, has not been specified by either party.

The work adds to a growing body of advertising campaigns using FOOH formats to produce content built for organic reach without traditional media spend. Independent shops like Groove Jones have increasingly picked up this kind of production work for retail and CPG clients looking for shareable holiday assets without traditional media buys.

Free Agency Media will update this post if additional campaign details, launch dates, or performance figures become available.