Gen Z doesn’t want ads—they want to be there

According to Forbes, over 70% of Gen Z consumers prefer spending money on experiences over products—reshaping how value is defined. Research from PwC adds that nearly two-thirds are more likely to engage with brands through in-person experiences, while over 75% factor sustainability into purchase decisions.

Sneaker culture sits right at the center of this shift. It’s not just about what you buy—it’s about where you find it, who you’re with, and what it means after.

That’s exactly where the DICK’S Sneaker Truck comes in.

Where we’re showing up first

The DICK’S Sneaker Truck is officially on the move—and the first three stops are locked, with more cities to be announced soon.

📍 Indio, California — Coachella
🗓️ April 10–19, 2026

📍 New York / New Jersey — FIFA World Cup 2026 Fan Zones
🗓️ June–July 2026

📍 Chicago, Illinois — Lollapalooza
🗓️ July 30–August 2, 2026

Three cities. Three major cultural moments. Millions already planning to be there.

Who’s showing up

This isn’t a lineup—it’s who you’ll find around the truck.

In Los Angeles, skaters like Nyjah Huston—built in real spaces, not just online.

In New York, movement shaped by the legacy of Luke Hickey—discipline, repetition, community.

In Chicago, artists like Chance the Rapper—rooted locally, shaping culture globally.

If you’re there, you’ll feel it.

What’s inside the truck

The global sneaker market is on track to surpass $150 billion this decade—but access is what defines value.

Inside the truck:
limited pairs tied to each city
exclusive festival drops
small-batch releases that won’t be restocked

They’re just shoes until you step into them.

What the truck leaves behind

• • plants 200 trees in local communities
• • runs on lower-emission fuel alternatives
• • spotlights hometown creators and local scenes

Because the spaces that build culture should be sustained, not just used.

Next stop?

The truck moves. The drops don’t wait.

Track it. Catch it. Show up.

Check the DICK’S app for live locations, or scan the QR code below to sign up for updates and follow the truck in real time.

Follow @DICKS for updates and drops.

#ForThePeopleNotTheShoes