Dick’s Sporting Goods rolling out Agentic AI 'coaches' in June
The nation’s largest sporting goods retailer will soon deliver immersive conversational experiences to customers via its mobile app.
Dick’s Sporting Goods is partnering with Adobe to launch “Coach by Dick’s,” an agentic AI-based personal assistant designed to support customers throughout their entire shopping journey, in its mobile app beginning in June 2026.
Coach by Dick’s is built on the Adobe Brand Concierge solution using the retailer’s content and knowledge. Through natural conversation, the tool will provide tailored product recommendations informed by a customer’s sport, level, interests and specific needs as well as navigate decisions on products and services with guidance based on customer behavior and shared input.
"We designed Coach by Dick’s to meet athletes (Dick’s calls its customers “athletes”) where they are on their sports journey," said Vlad Rak, CTO at Dick’s "By bringing together the depth of our product knowledge, our understanding of sport, and what each athlete is trying to accomplish, we can respond in real time with guidance that's relevant in the moment. Coach by Dick’s helps guide athletes to the right product, the right fit, and trusted expertise so every interaction is personal to what they need."
Dick’s first announced its AI digital coaching solution in partnership with Adobe in April 2026. Dick’s is also using Adobe Experience Platform to combine data signals across customer interactions to more deeply understand individual needs and preferences and Adobe Journey Optimizer to orchestrate cross-channel experiences.
[READ MORE: Dick’s Sporting Goods partners with Adobe to provide AI 'digital coaches']
Other Adobe solutions the retailer is deploying include generative AI technology to help personalize digital content at both the personalized and customer cohort levels. Dick’s plans to expand the capabilities of Coach by Dick’s over time.
"At Dick’s, we believe sports change lives, and that belief guides how we show up for our athletes," said Emily Silver, chief marketing, e-commerce and athlete experience officer at Dick’s. "Coach by Dick’s allows us to scale what makes us special – our people, our point of view, and our deep connection to sport – and deliver trusted guidance through our app in a way that feels personal and relevant."
Dick’s has been venturing into digital content and immersive experiences. In August 2025, the retailer announced the launch of Cookie Jar & A Dream Studios, a content and production studio that it says is dedicated to telling “powerful, human-centered stories through the lens of sport.”
In addition, the retailer offers interactive online version, dubbed Virtual HOS, of its Dick’s House of Sport experiential retail concept. An avatar of former star NFL player J.J. Watt guides customers through the virtual store while highlighting interactive features such as a climbing wall.
Founded in 1948 and headquartered in Pittsburgh, Dick’s Sporting Goods operates more than 850 Dick’s Sporting Goods, Golf Galaxy, Public Lands and Going Going Gone! Stores nationwide.
