FIND YOUR SOLE, FIND OUR TRUCK
THE TRUCK THAT’S ABOUT TO CHANGE YOUR SUMMER IS COMING TO AN EVENT NEAR YOU
Posted by DICK’S Sporting Goods | June 2026
Lace up. You have somewhere to go.
DICK’S Sporting Goods and Foot Locker are putting a sneaker truck on the road this summer coming to an event near you! It’s a full mobile sneaker experience with exclusive drops, a customization sole studio, and a wall dedicated to the athletes who made self-expression the whole point.
It launches Fourth of July weekend 2026 and it is hitting Lollapalooza, FIFA World Cup, and every major event in between. This truck is a homage to every athlete, every creative, every kid who ever got told they couldn’t do something or they were too much. This partnership is for the people who want to shoot for the stars.
You have big shoes to fill.
In 1985, Michael Jordan laced up a pair of black and red Air Jordan 1s and the NBA fined him $5,000 every single game. He did not stop. Nike paid the fines and the most iconic sneaker in history was born out of one man’s refusal to look like everybody else.
Allen Iverson walked into press conferences in a fitted cap, baggy jeans, and chains starting a wave of doing this differently. The NBA responded by literally creating a dress code. He did not care. He had already changed the culture.
Lisa Leslie threw down the first dunk in WNBA history. Alex Morgan and Megan Rapinoe carried women’s soccer on their backs and made the world pay attention. These athletes did not ask for permission to be themselves. They just were.
The Legacy Wall inside and on the back of the truck tell their stories.
You will walk in and you are surrounded by the history of people who decided that self-expression was not optional because it is the “sole” thing that made them legendary.
Now here is where you come in.
The Sole Studio is the centerpiece of the truck and honestly it might be the coolest activations DICK’S has ever done. You sit down, you get a blank sole from a shoe we sell or one you’ve purchased with us, and you make it yours.
Your patterns.
Your hometown.
Your story.
Your Sole.
Whatever that means to you, you put it on the sole and you walk out of that truck with a pair of sneakers that literally no one else on the planet will ever have. They represent who you are and will take you to the places you dream of going.This is a a one-of-one shoe that you designed from the ground up. We are here to help you start your legacy, and it starts at the sole.
Oh, and about those limited drops…
Every single tour stop gets its own exclusive release. Lollapalooza? Own drop. FIFA World Cup? Own drop. Fourth of July launch weekend? The very first drop of the entire tour and you can only get it if you are there. No SNKRS app. No bots. No refreshing a page at 6 a.m. Just show up, be there, and cop something nobody else can get. The way it was always supposed to be.
Find the truck.
Fourth of July Weekend 2026 will be the launch and it will go to events such as Lolla Lollapalooza in Chicago and multiple cities for the FIFA World Cup. But keep and eye out because there will be more strops dropping all summer.
Follow @dickssportinggoods and @footlocker. Track #FindYourSole. Tell your friends. Tell your group chat. Tell that one person who always says they never hit on drops.
The truck is coming. The sole is blank. Go find yours.
Instagram Posts
Captions:
POST 1: Campaign Launch
BIG NEWS! This summer DICK’S Sporting Goods and Foot Locker are doing a never before seen sneaker truck!! Rolling into the biggest events of your summer, exclusive drops you will not find anywhere else.
Fourth of July weekend 2026 the journey starts… see you there
#FindYourSole #SneakerTruck #DicksSportingGoods #FootLocker #Summer2026
POST 2: The Legacy Wall
MJ paid $5K a game just to wear his own shoes.
He never waited for permission.
The Legacy Wall inside the Sneaker Truck honors the legends who came before YOU & this summer you walk in, see their stories, go write your own. Click the link in bio for more info.
#FindYourSole #TheLegacyWall #SneakerTruck #DicksSportingGoods #FootLocker
POST 3: The Sole Studio
Everyone is wearing the SAME thing at these events… what if you didn’t?
COME SEE US @ the Sole Studio inside the Sneaker Truck hands you a blank sole from any shoe of your choice to customize the bottom of a shoe! It’s your turn to stand out!
#FindYourSole #SoleStudio #OneOfOne #DicksSportingGoods #FootLocker
NEWSLETTER
Image References
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Getty Images. (n.d.). Serena Williams at the Australian Open [Photograph]. Getty Images. https://www.gettyimages.com
Highsnobiety. (n.d.). Kevin Durant Nike KD shoe campaign [Photograph]. Highsnobiety. https://www.highsnobiety.com
Getty Images. (n.d.). Serena Williams receiving Air Jordan sneakers [Photograph]. Getty Images. https://www.gettyimages.com
The Shoe Surgeon. (n.d.). Custom sneaker design studio [Photograph]. The Shoe Surgeon. https://theshoesurgeon.com
Getty Images. (n.d.). Michael Jordan Air Jordan 1 signed sneakers [Photograph]. Getty Images. https://www.gettyimages.com
Foot Locker. (n.d.). Foot Locker logo [Brand asset]. Foot Locker Corporate. https://www.footlocker.com
DICK’S Sporting Goods. (n.d.). DICK’S Clothing & Sporting Goods retro logo 1958 [Brand asset]. DICK’S Sporting Goods Corporate. https://www.dickssportinggoods.com
xAI. (2026). Blank bus transit wrap template [AI-generated image]. Grok. https://grok.com. Generated March 2026 for academic use.