For social-savvy brands, 2025 was the year of the creator program. Everyone from Best Buy to Ulta Beauty to Starbucks introduced initiatives that turn creators into salespeople by putting them in charge of product recommendations, brand ambassadorship, and sponsored content.
Now, as the year draws to a close, we can add Home Depot to the list of retail brands that are embracing the creator program. The home improvement chain has assembled a team of influencers — or a “crew of doers,” as the official Home Depot copy puts it — who will partner with the brand throughout 2026 and beyond.
Like many other creator programs, Home Depot’s take on the concept uses a similar structure to affiliate marketing programs. Participating creators will offer product recommendations, share home decor tips, and look to inspire their fans. In return, they’ll receive exclusive partnership offers and other opportunities to earn.
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A creator program is pointless without a compelling partner roster to go with it, so Home Depot has assembled a powerful team for what it describes as its “Starting Lineup.” That group includes several creators with ties to the world of sports, including the trick-shot masters of Dude Perfect and the American soccer star Trinity Rodman.
Those allusions to the sports world are intentional. Home Depot is aligning its creator program with the 2026 FIFA World Cup, which will be held in the United States, Canada, and Mexico. Brands and agencies are competing to claim pieces of the footballing action, and Home Depot is no exception.
In a statement, Home Depot SVP and CMO Molly Battin alluded to the World Cup fever that is expected to sweep across North America in 2026. “We know our customers love sports, so we’re especially excited to launch this program with our Starting Lineup that will deliver tailored soccer content such as how to transform your backyard for your own neighborhood soccer matches and viewing parties,” she said.
As Home Depot works its way into the creator world, it will have to contend with stiff competition from other home improvement chains. Its primary rival, Lowe’s, established a creator program of its own and even brought MrBeast into the fold. Home Depot is hoping that its customers get a kick out of its Starting Lineup — and that they trust its creator recommendations over the next year.
