How Fear Helped Dick's Sporting Goods Prepare for the Future

Its experiential concepts are rooted in a central question


Dick’s Sporting Goods opened its first House of Sport concept in Victor, New York in April 2021. Since then, it has also opened an outdoor concept, Public Lands, as well as experiential in-store soccer shops. The retailer also redesigned multiple Golf Galaxy stores, in addition to operating 734 U.S. retail locations under its own name.

That’s because the future of retail is experiential, according to Steve Miller, svp of strategy, ecommerce and analytics at Dick’s, who spoke at Adweek’s Commerce Week event.

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