Dick’s Sporting Goods (NYSE: DKS), the Official Sporting Goods Retail Sponsor of Team USA, unveiled the Every Medal charity effort as part of their 2016 Team USA-themed marketing campaign.

The “Gold in Us” campaign centers on the insight that every human body contains 0.2 milligrams of gold, and campaign elements tell the story of the grit of seven U.S. Olympians, Paralympians and hopefuls as they attempt to dig out their own gold. It will debut on broadcast TV on NBC on Friday, August 5, 2016 during the Opening Ceremony.

The Dick’s Contenders program has employed more than 200 Olympic and Paralympic hopefuls. To date, 31 athletes in the Dick’s in-store employment program – representing 15 percent of the total participation – have qualified for Team USA. Athletes featured in Dick’s latest 60-second commercial include: Kerri Walsh-Jennings (Beach Volleyball), Claressa Shields (Boxing), Daryl Homer (Fencing), Danell Leyva (Gymnastics), Lex Gillette (Paralympic Long Jump), Laura Ryan (Diving) and Kristin Smith (Hammer Throw).

To supplement the support that Dick’s is providing to this current group of more than 200 Contenders, The Dick’s Sporting Goods Foundation will donate $1,000 for every Olympic and Paralympic Games medal that Team USA wins in Rio to select youth sports organizations that are part of the USOC family. Four organizations have been selected by Dick’s Sporting Goods Contenders to benefit equally from the total amount of money raised through the Olympic and Paralympic Games – USA Diving, Fencers Club, United States Association of Blind Athletes and Ability 360.

To house all of this content, and to serve as an online home for the Contenders program, Dick’s launched dicks.com/TheContenders. This website will continue to provide fans with profiles of the Team USA Contenders, updates on their Olympic and Paralympic Games journey and track the donation amount to the various, benefiting youth sports organizations.