DICK’S Sporting Goods has decided to launch a new mobile activation: the Foot Locker Sneaker Truck (think ice cream or taco truck for sneakers). This mobile pop-up activation will sell limited sneaker releases and launch in summer 2026 (Fourth of July weekend). It will be featured at major music and sporting events around the country this summer (i.e., Lollapalooza, FIFA World Cup). The target audience is Gen Z event-goers.