‘Designed to Discover the Way forward for Retail’: DICK’S Sporting Items Debuts Home of Sport Idea


A 17,000 square feet Outdoor lawn and running track, a climbing wall, batting cages and golf courses – these are just a few of the features that make the new experimental retail concept even more exciting – House of Sports of DICK’S sporting goods.

The first DICK’S House of Sport opened on April 9th ​​in the Rochester suburb of Victor, NY 100,000 square feet The location – the largest DICK’S store ever – is one of two House of Sport stores the retailer will open in 2021. The other will open later this spring in Knoxville, Tennessee. The retailer will use the stores as a research and development laboratory to test new concepts and ideas that can then be applied to inform strategies across their borders 700 Stores across the country.

As the light approaches at the end of the pandemic tunnel, the company relies on experiential concepts to motivate buyers and athletes in new ways. “DICK’S House of Sport looks and feels very similar to a DICK’S sporting goods store, but is designed to explore the future of retail,” said Toni Roeller, SVP for in-store environment and visual merchandising at DICK’S, in an interview with Retail TouchPoints . “We believe the future of retail will have a great experience component, especially when you are talking about sports. People want to swing a club, try a golf club, touch a fabric, try on a shoe. All of this they can do at House of Sport and use the in-store experiences – the track, the treadmills, the social locker room – to make sure they are genuinely happy with their purchases. “

The House of Sport concept was inspired by four cornerstones that have now been united under one roof for the first time: product, service, Community and experience. The store offers indoor and outdoor multi-sport experiences, broad integration with the community, improved customer service based on passionate and skilled employees, and improved technology for easy connection with the brand. “Providing in-business and out-of-business experience for our athletes is one of our main focuses,” said Roeller.

Athletics, baseball, golf and climbing

The crown jewel of the experience could just be that 17,000 square feet Outdoor turf and running track attached to the store that enables product testing and serves as a venue for local events. In winter, athletics turns into an ice rink. Other interactive highlights are an indoor area 30 feet tall Climbing wall (which can be booked online in advance), baseball and softball batting cages with HitTrax technology, virtual golf bays with TrackMan simulators and a putting green.

The business also includes the company’s first “House of Cleats” – a 360 degrees Shopping experience with seasonally changing products with up to 350 studs in all sports. There is also a health and wellness area that helps customers relax and feel good. These include nutritious juices and foods from a local supplier, along with vitamins, yoga equipment, and other wellness products. A consolidated service area helps customers break in gloves, line up lacrosse sticks, and build / repair bikes.

Finally, the store has top brands of sports and outdoor apparel, a wide selection of footwear, the latest in team sports equipment, and top of the range golf and fitness equipment.

“Our vision was to preserve the legacy of DICK’S Sporting Goods while showcasing new and exciting elements that we could test out at this concept location,” said Roeller, identifying some of the most exciting elements of the store design:

  • A clear story to let in natural light and highlight the climbing wall;
  • New, fully flexible fixtures and signage that allow teammates to efficiently update and adjust merchandising strategies;
  • An enhanced changing room experience for athletes; and
  • Integrated digital technologies that allow DICK’S to connect with athletes in new and different ways.

Expansion and updating of branches across the country

This April, DICK’S is also expanding its nationwide presence two Warehouse sale Shops and experimental soccer shops in selected locations, nine newly designed Golf Galaxy Stores and advanced technology offerings in 54 additional Golf Galaxy locations in select cities across the country.

DICK’S sporting goods warehouse sale The locations offer deep discounts on shoe and clothing brands with hundreds of items 70% off or more.

The redesigned Golf Galaxy Stores offer golfers of all levels a comprehensive experience with access to TrackMan and BioMech golf technologies, state-of-the-art golf bays, customer-specific equipment, golf lessons from certified PGA and LPGA professionals of class A as well as equipment, clothing and shoes from top Golf brands like Callaway, TaylorMade, PING, Titleist, Nike, adidas, Under armor, PUMA and more. The retailer will open additional converted locations later this year.

DICK’S Soccer Shops, which opened on April 5th, offer a high level of service from in-store football professionals who have been specially trained to help customers find the gear they need and the right fit for their cleats. The Soccer Shops have a variety of updated in-store items, including an elevated cleat shop, licensed jersey cubes, and soccer test cages in select locations.


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