Dick's documents how it helped out a struggling youth football team in Houston, Texas, in a film highlighting the sports retailer's scheme to support youth teams by selling green laces.
As the film, directed by Superprime's Ben Quinn, explains via interviews with their coach and footage of their deprived neighborhood, the Fifth Ward Saints was doing a great job keeping local kids out of trouble by encouraging them into sport. However, it struggled to keep going after it had its equipment stolen. Dick's stepped in and donated not only new equipment but $100,000 towards the team -- and the coach's emotional response after finding this out is truly moving.
The film, which broke last Friday, was created by Anomaly.