Paige Bueckers has spent the past year lighting up arenas and elevating the Dallas Wings into a national storyline, but her latest win came from an unlikely evaluator: Santa Claus. The UConn star-turned-WNBA Rookie of the Year was featured in a new Dick’s Sporting Goods holiday commercial released Wednesday, where Santa placed her firmly on his coveted “nice” list.
The spot pairs Bueckers with an eclectic group of athletes — golfer Bryson DeChambeau, Cowboys wide receiver CeeDee Lamb, and Warriors veteran Draymond Green — as each awaits Santa’s judgment based on their most memorable sports moments of 2025.
Paige Bueckers Gets a “Swishmas” Nod
In the commercial, Santa reviews Bueckers’ résumé, highlighted by her 44-point performance against the Los Angeles Sparks and her Rookie of the Year honor. After glancing at the evidence, he wastes no time sliding her name onto the nice list. His verdict — “Swishmas came early this year” — prompts Bueckers to flash a jumpshot gesture before strolling off.
Her inclusion reflects the national momentum she has built since entering the WNBA, connecting elite production with a growing marketing presence. For Dick’s Sporting Goods, tapping into her ascension was an easy decision.
Building a Long-Term Partnership
This isn’t Bueckers’ first collaboration with the retailer. She previously appeared at the grand opening of the company’s House of Sport location on Dallas Parkway, where she coached a youth 3-on-3 event alongside Dallas Wings teammate Arike Ogunbowale and signed autographs for more than an hour.
At the event, Bueckers told DallasHoopsJournal.com that giving back through sports made the partnership a natural fit.
“It’s really cool, just to be able to partner with this foundation, to be able to give back to the community, to be able to interact with the community through sports, through the game that we love, and to meet new people, building new relationships, and to be able to give is what I’m all about,” Bueckers said. “So this partnership was an easy decision.”
The commercial plays off that connection, framing Bueckers not only as a standout athlete but also as a personality with broad reach — someone equally comfortable dropping 40 points or cracking a holiday joke alongside Santa’s elves.
Other Athletes Join the Fun
The rest of the commercial rotates through the sports world’s biggest personalities. DeChambeau earns a spot on the nice list after politely excusing an elf who bumps into him. Lamb faces a more complicated evaluation, with Santa noting that breaking defenders’ ankles is “not very nice,” though he ultimately receives approval. Green isn’t so lucky; his well-documented technical fouls land him squarely on the naughty list.
Melissa Christian, VP of Brand Building at Dick’s Sporting Goods, said the company wanted to merge the holiday theme with the athletes’ defining moments of the year.
“With Santa’s Scouting Report, we took a holiday classic, the naughty or nice list, and turned it into a sports moment,” Christian said in the release. “Paige, Bryson, CeeDee, and Draymond humorously captured the joy and disappointment of making or missing Santa’s ‘nice’ list based on their standout moments that thrilled sports fans this year.”
Paige Bueckers Continues to Deepen Her Footprint in Dallas
The commercial also arrives at a moment when Bueckers’ presence in Dallas has become increasingly ingrained. She told DallasHoopsJournal.com that appearances like the House of Sport event help her stay connected with fans and with the broader sports culture of the city.
“It just provides a way for you to connect with the community and connect with the people that support you throughout the entire season,” Bueckers said. “I want to do that for the entirety of how long I’m here—just be one with the people and embrace being in Dallas.”
Whether coaching youth players or starring in national ad campaigns, Bueckers has found ways to blend her on-court success with a growing off-court platform — and now has Santa’s confirmation to show for it.
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