---
title: "Dick’s Sporting Goods Looks Ahead Focusing on Stores, Digital Experience, Personalization"
url: https://burnaze.com/article/89e6c4a0-6335-4b9b-bec2-ea60fa906fa6
source: "Athletech News"
original_url: https://athletechnews.com/dicks-sporting-goods/
author: "Staff Editor"
category: "Specialty retail"
industry: "Retail"
segment: "Specialty retail"
topics: ["Technology"]
published: 2021-06-23T03:49:55.000Z
modified: 2026-10-31T18:31:31.752Z
image: https://athletechnews.com/wp-content/uploads/2021/06/shutterstock_1030598218.jpg
---

# Dick’s Sporting Goods Looks Ahead Focusing on Stores, Digital Experience, Personalization

**TL;DR:** Dick's Sporting Goods is focusing on brick and mortar stores and digital experience, with plans to build new locations and test experiential stores. The company is leveraging technology and personalization to create optimal digital experiences and drive customer engagement and sales.

*By Staff Editor, originally published in Athletech News on 2021-06-23. [Read the original](https://athletechnews.com/dicks-sporting-goods/).*

## Story

Dick’s Sporting Goods is looking forward to a world post pandemic and it’s all about brick and mortar.

The Coraopolis, Pennsylvania-based America’s largest sporting goods retail company is not only aggressively building new locations, but also testing a line of House of Sport experiential stores with turf playing fields, climbing walls, batting cages, yoga classes and a host of other features designed to make the store more than a place to simply purchase fitness equipment.

The sporting goods retailer was established by Richard “Dick” Stack in 1948 and has approximately 854 stores and 50,100 employees.

In a recent interview with PYMNTS, the senior director of technology for Stores and Omnicommerce for the company, J.P. White, explained, “The store is hardly a sideshow for Dick’s, it’s the centerpiece of the retailer’s business and will remain so, even in the wake of shifting consumers’ purchasing preferences.”

Included in their 2021 strategy and beyond is to also meet the customer in the digital realm to address the much desired omnicommerce experience.

Through leveraging technology and personalization to create optimal digital experiences the team at Dick’s Sporting Goods believes it can continue to drive customer engagement and sales.

This article comes on the heels of the sporting goods retail company raising its full-year outlook after momentum continued in the fiscal first quarter.

## Entities

- Retail (sector)
- Athletech News (publication)
- store expansion (topic)
- personalization (topic)
- digital experience (topic)
- DICK'S Sporting Goods (company)
- omnicommerce (topic)

---
Originally reported by Staff Editor, Athletech News (https://athletechnews.com/dicks-sporting-goods/). Summarized by Burnaze (https://burnaze.com/article/89e6c4a0-6335-4b9b-bec2-ea60fa906fa6).