DICK’S Sporting Goods’ in-house content studio, Cookie Jar & A Dream Studios, announced on March 13, 2026, that its documentary film “Summer of ’94” will make its premiere at the SXSW Film & TV Festival. The documentary chronicles the underdog story of the 1994 U.S. Men’s National Soccer Team and their historic performance during America’s first time hosting the FIFA World Cup.
The film is a collaboration between Cookie Jar & A Dream Studios, Imagine Documentaries, Stand Together, Delirio Films, and Copper Pot Pictures. According to the announcement, the documentary will debut in SXSW’s Documentary Spotlight category with screenings scheduled for March 14, 15, and 18 at various Austin venues.
The Story Behind the 1994 U.S. Men’s National Soccer Team
Directed by Dave LaMattina and Chad Walker, the documentary revisits a pivotal moment in American soccer history when the U.S. hosted the FIFA World Cup for the first time. The film explores how the 1994 U.S. Men’s National Soccer Team overcame significant obstacles including the absence of a formal league, limited financial resources, and a shortage of notable talent to defeat fan-favorite Colombia.
“We created Cookie Jar & A Dream Studios to spotlight pivotal sports moments like this one,” said Mark Rooks, VP of Creative, Sponsorship & Entertainment at DICK’S Sporting Goods, according to the announcement. “The determination and grit shown by the ’94 Men’s National Team still resonates across the sports community today.”
Documentary Features Rare Archival Footage
The film combines fresh interviews with behind-the-scenes footage captured by the team on their own camcorders during the 1990s. Players and coach Bora Milutinović reflect on the challenges, highlights, and determination that transformed the roster into a team that reshaped U.S. soccer culture.
Additionally, the documentary aims to capture the moment when soccer went mainstream in America. Marc Gilbar, President of Brands & Partnerships at Imagine Entertainment, noted the partnership’s significance in celebrating youth sports and coaching organizations like “Yes Coach!” that mentor young athletes.
SXSW Film Premiere and Brand Activations
The premiere comes as the FIFA World Cup prepares to return to U.S. soil this summer. At the SXSW Film & TV Festival, adidas will support the premiere with a series of brand activations designed to enhance audience engagement and bring the story to life.
Meanwhile, the premiere follows adidas’ recent launch of its U.S. Denim Jersey, which blends 1990s-inspired aesthetics with modern streetwear influence. The jersey is available at select DICK’S locations and online at dicks.com.
Emmy-Winning Production Studio’s First Major Festival Debut
Cookie Jar & A Dream Studios, DICK’S Sporting Goods’ Emmy-winning production studio, was founded on the belief that sports have the power to change lives and build community. However, “Summer of ’94” marks the studio’s first project to premiere at a major film festival.
“There’s something timeless about that team and as we head toward another FIFA World Cup on U.S. soil, revisiting the magic of ’94 feels not only nostalgic, but necessary,” said Rebecca Covington, Sr. Director of Creative Production at DICK’S Sporting Goods, according to the statement.
The documentary represents a collaboration between established documentary producers, with Imagine Documentaries bringing experience from Emmy, Grammy, and Peabody Award-winning projects. In contrast, Cookie Jar & A Dream Studios brings its mission to tell human-centered stories through the lens of sport.
The film will screen at SXSW with live introductions and Q&A sessions on March 14 at 9:15 p.m. CT at Rollins Theatre, March 15 at 2:30 p.m. CT at Alamo Lamar 5, and March 18 at 9:00 p.m. CT at AFS Cinema. Details about wider distribution following the festival premiere have not yet been announced.
