PITTSBURGH, PA — Pittsburgh Steelers wide receiver George Pickens is making major moves off the field, inking a landmark $10 million endorsement deal with Nike and immediately pledging a portion of his earnings to launch the Pickens Youth Academy—a transformative sports and education center for underprivileged youth in the 412 area code.
The dynamic receiver, known for his acrobatic catches and intense work ethic, made the announcement at a press conference held at Acrisure Stadium, flanked by community leaders, youth athletes, and Nike executives. “This is bigger than me,” Pickens said. “I came from a place where dreams were hard to chase. Now, I’ve got a platform—and I’m using it to build dreams right here in the 412.”
The Nike deal marks a major milestone in Pickens’ rapidly rising career, recognizing his star power, cultural influence, and on-field dominance. The campaign, set to roll out nationwide this fall, features the slogan “Defy Gravity. Define Greatness.” and will highlight Pickens as a face of Nike’s next-gen football line.
But the true headline is his immediate reinvestment into the Pittsburgh community. The Pickens Youth Academy will provide year-round access to elite training facilities, academic tutoring, and mentorship programs. Slated to break ground in early 2026, the center will serve hundreds of students annually across the city’s underserved neighborhoods.
Steelers head coach Mike Tomlin applauded Pickens, stating, “George is showing what it means to lead beyond the field. He’s not just making plays—he’s making change.”
From dazzling Sundays on the turf to building hope for the next generation, George Pickens is proving he’s more than a rising NFL star—he’s a builder of dreams for Pittsburgh.
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