Dick’s Sporting Goods announced that Dick’s House of Sport signed an agreement with former NFL pro baller and CBS studio analyst J.J. Watt. To mark the deal, Dick’s House of Sport released a digital ad spot starring Watt, called J.J.’s House.

The video, running across digital, social and streaming services today, humorously shows Watt sneaking into a House of Sport store after-hours. Having hired a two-person film crew under the alias “Jim Jim Watkins,” Watt wants to shoot an in-store video to convince his wife, Kealia, that the family should move into a House of Sport, which he describes as “an athlete’s paradise” as he walks through the store demonstrating the unique experiences and products.


Watch the YouTube here, J.J.’s House, here or click on the image above.


“Sport has been a dominant part of my life, from growing up in a household full of competitive, multi-sport athletes to my professional career to now hitting the golf course in my free time,” said Watt. “When I am in a Dick’s House of Sport, I feel like a kid in a candy store. House of Sport has unrivaled gear, apparel and footwear, interactive experiences that are fun and allow you to try out product, and they let me spend the night. Fingers crossed, I’ll be able to convince my wife to let us live here!”

“J.J.’s passion for sport and his commitment to the community make him the perfect fit for Dick’s House of Sport,” said Mark Rooks, VP of creative, sponsorships and entertainment at Dick’s Sporting Goods. “We’re still working out whether he and his family can actually live in the store, but we hear he has a little more work to do on that anyway. Hopefully, this video helps him make his case.”

There are 12 Dick’s House of Sports stores in the U.S. Eight additional locations will open during 2024, including at the Prudential Center in Boston and locations in Pittsburgh, Miami, and Tampa. Dick’s Sporting Goods anticipates opening 75 to 100 House of Sport stores by 2027.

Image courtesy DKS, video courtesy YouTube, produced by OBB Branded, a division of OBB Media