Turning retail stores into brand experiences

Dick’s Sporting Goods strengthened its omnichannel approach, seamlessly connecting physical stores with digital platforms. It also made significant investments in digital platforms, most notably with its GameChanger app targeting the youth sports market. The app reported over six million unique users in 2024, reflecting an 11% year-over-year increase, with users averaging nearly 45 minutes per day on the platform. This engagement underscores the company’s dedication to both digital innovation and commitment to engage with younger audiences.

Dick’s continued to grow its House of Sport concept, blending traditional retail with experiential features like sports fields and climbing walls. These stores offer interactive elements that bring customers closer to the brand, creating memorable experiences. This strategy has led to increased sales and a broader market presence, as customers benefit from a cohesive shopping experience across all channels.

Dick’s is committed to experiential innovation. They made hard choices by strategically opening new stores and closing underperforming ones to optimize its retail footprint. Notably, the company announced plans to open new locations by transforming former large-footprint spaces vacated by big retailers like Nordstrom and Sears into their experiential branding-powered House of Sport concept stores.

One House of Sport is in the strategically located Northshore Mall in Peabody, MA. This store will feature unique elements not typically found in standard Dick’s Sporting Goods locations, such as batting cages, rock climbing walls and golf simulators, offering hands-on opportunities to test equipment and enhance their skills. There’s also a spacious outdoor area for product trials, sports activities and community events. During the winter, this space transforms into an ice-skating rink, providing seasonal recreational options and a perfect way to test high-end hockey and figure skates—just as they do with cleats for various sports—helping athletes find the ideal fit.

The Northshore Mall location demonstrates savvy geo-targeting, benefiting from a single major metro market for advertising (Boston), unlike the complexities of NYC/NJ/Philly. New England, with its sports-loving population, is an ideal test market.

Positive results from these initiatives gave Dick’s the confidence to launch a high-budget celebrity ad campaign, aiming to generate momentum for 2025. However, there’s a risk in over-relying on specific brand partnerships, like with Stanley water bottles, which faced backlash over spillage issues during the holiday season.