Dick’s Sporting Goods has gone experiential.
The nation’s largest sporting goods retailer will debut a new concept, called Dick’s House of Sport, at Eastview Mall, in the Rochester suburb of Victor, New York, on April 9. Described as a place to “connect and play,” the 100,000-sq.-ft. store offers customers a hands-on shopping experience and features a rock-climbing wall, a high-tech batting cage and a 17,000-sq.-ft. outdoor turf field and running track where Dick’s will host sports events. The field will be open year-round for customers to use and will boast an ice-skating rink in the winter.
In addition, the new store has three virtual golf-driving bays, a putting green and the company's first-ever "House of Cleats" that will seasonally rotate product. A dedicated service area offers such services as breaking in gloves, stringing lacrosse sticks and repairing bikes. A small area dedicated to health and wellness sells juice, snacks, vitamins and other items.
The new store boasts a wide selection of athletic and outdoor apparel brands, footwear and the latest gear for team sports and top-of-the-line equipment for golf and fitness. Dick’s executives spoke about the new concept on the company’s earnings call in March.
“It will serve as a test and learning center and [we] will roll the most successful elements into our core Dick's stores," Lauren Hobart, CEO, said on the call.
Dick’s will open a second House of Sport location later this year, in Knoxville, Tenn.