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Summer 2026
What’s UUUP?
Sneaker culture has always been about more than what you wear. It’s about showing up—with style, confidence, and your own story to tell. That spirit inspired DICK’S Sporting Goods’ newest mobile experience: the Foot Locker UUUP Truck.
The name comes from its mantra: Pull Up. Lace Up. Show Up. Three simple actions that define how sneaker communities come together: on the court, in the streets, and at the events where culture happens. Now, we’re bringing that energy on the road.
This summer, the UUUP Truck is embarking on the UUUP Tour, traveling to some of the world’s biggest cultural moments and turning major events into destinations for sneaker fans and style seekers alike.
What’s packed inside the UUUP TRUCK?
Exclusive Drops
Ready for some limited-edition sneaker drops available only during select tour stops
Workshop
A Customization Bar open during select hours – come and create your one-of-a-kind design
Free Merch
Play for a chance to win exclusive prizes like a free tee, sneaker keychain, or socks.
Photo Booth
Meet global sneakerheads and capture the moment at the UUUP Photo Booth
Tour Calendar
FIFA World Cup
SoFi Stadium, Los Angeles
First Stop
June 12
The world’s biggest game is coming to Los Angeles, and so are we. Celebrating the intersection of sports and style, the UUUP Truck is bringing exclusive drops, sneaker energy, and culture to the global stage.
Second Stop
July 30–Aug 2
The UUUP Truck is ready to turn up the energy at one of the largest music festivals in the country. Celebrate summer with music, sneakers, and unforgettable moments right in the heart of Grant Park.
Lollapalooza
Grant Park, Chicago
Still Under Wraps
still under wraps
Third Stop
Late August
The next stop is still under wraps… but we’re dropping clues.
Clues: Desert and lights weekends
Fourth Stop
Mid September
Stay tuned, the final stop will be revealed later this summer.
Clues: Where speed meets spectacle
Drop Your Guess
Drop your guess
Drop your guess on our latest post
for a chance to win exclusive UUUP Tour prizes.
Celebrating the Power of Sneakers
Sneakers have always been more than footwear. They are symbols of culture, creativity, and community.
From basketball courts and city streets to music stages and global sporting events, sneakers tell stories about who we are and how we express ourselves. They connect athletes, artists, and fans across generations and backgrounds.
The UUUP Tour celebrates that shared passion. It’s a space where sneakerheads can meet, exchange ideas, and experience the culture together.
Because in sneaker culture, showing up isn’t just about being there.
It’s about showing up together.
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