Observed Signal · Mar 25, 2026 · Product Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Brands Launch In‑House Studios, Premiere Films at SXSW
At SXSW Film & TV Festival, retailer Dick’s Sporting Goods’ in‑house entertainment studio, Cookie Jar & A Dream Studios, made its festival debut with Summer of ’94, a documentary about the U.S. men’s national team’s journey to the 1994 FIFA World Cup. The film premiered alongside entries from established independent studios and streamers such as Netflix and A24. Dick’s launched Cookie Jar & A Dream Studios last year. The article also notes Under Armour recently unveiled its own content studio, Lab96 — part of a broader trend of consumer brands creating in‑house entertainment studios and producing original long‑form content.
Shows a growing trend of advertisers/retailers creating in‑house studios and producing original long‑form content, which can shift brand-owned inventory, creative control and content marketing strategies.
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Key Takeaways & Evidence Grounding
- Dick’s Sporting Goods’ in‑house entertainment studio, Cookie Jar & A Dream Studios, premiered Summer of ’94 at the South by Southwest Film & TV Festival.
- Summer of ’94 is a documentary about the U.S. men’s national team’s journey to the 1994 FIFA World Cup.
- Dick’s launched Cookie Jar & A Dream Studios in the previous year.
- Under Armour launched its own content studio, Lab96, within months of Dick’s studio launch.
- Netflix and A24 were among established producers in the SXSW premiere lineup alongside brand studios.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Brands Build In‑House Studios for Hollywood‑Caliber Content
Brand entertainment—brands producing original, long-form content that can sit alongside movies and TV—has moved from aspiration to action. Several major brands are establishing in-house production studios to create cinematic-quality content: Nike (Waffle Iron Entertainment) and LVMH (22 Montaigne Entertainment) are cited examples, and Dick’s Sporting Goods launched Cookie Jar & A Dream Studios, which debuted the documentary Summer of ’94 at the South by Southwest Film & TV Festival. The trend reflects brands acting more like publishers or studios, investing in owned content as a marketing channel and creative asset rather than relying solely on traditional advertising placements.
Dick’s Builds 'Commerce‑Enabled' Sports Network
Kiri Masters argues that Dick’s Sporting Goods is attempting to avoid the commodity trap of standard retail media networks by reframing its ad business as a “commerce‑enabled sports network.” Dave Young, who joined Dick’s as vice‑president of retail media in late 2024, is prioritising youth‑sports data (notably the GameChanger app) and in‑store experience to create differentiated, life‑stage signals and bespoke campaigns. The strategy is exemplified by an omnichannel World Cup activation with adidas — including broadcast, CTV, social, programmatic and flagship store takeovers — delivered largely via managed services with self‑serve planned later. The piece contrasts this approach with the sponsored‑product playbook pioneered by Amazon, Walmart and eBay and highlights opportunities to sell non‑endemic categories (financial services, auto, QSR) via clean‑room collaborations and storytelling-led sales motion.
Brands Use Creators to Build World Cup Buzz
With the 2026 FIFA World Cup kicking off June 11 across the United States, Mexico and Canada, brands face logistical and ticketing challenges that limit stadium-based activations. Advertisers are increasingly commissioning creators to build awareness and drive at-home viewing through sponsored content, branded series and bespoke posts. Publisher and marketing executives (NowThis, Currents, DAZN, Later, COPA90, FUSE Create) say creators can reach niche and non-sports audiences, close the distance for fans who can’t attend, and support a two-screen viewing dynamic where social content supplements TV broadcasts. Examples include creator deals with Ferrero, Sutter Home Wines, Quaker Oats, Best Buy and Hisense, DAZN’s global DAZN48 creator initiative, and Lay’s friend‑chat WhatsApp activation. Ticket-price concerns and investigations into ticketing practices have reinforced the push toward creator-led, remote activations.
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