Dick’s leans into youth sports to woo advertisers

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• Why advertisers should notice Dick’s retail media network
• Which brands fit the pitch: restaurants, CPG and automakers
• How campaigns run inside the stores and on digital channels
• “Sporthood”: the lifestyle framing behind the pitch
• Industry context and related retail developments to watch
• What advertisers should think about next

At a New York marketing event, Dick’s Sporting Goods made a clear pitch: reach families through the retailer’s youth-sports ecosystem. The retailer promised brands direct access to parents and kids who plan their days — and purchases — around practices and games.

Why advertisers should notice Dick’s retail media network

Dick’s is positioning its media arm as more than a store ad option. It is selling a lifestyle audience that centers on youth sports.

• Reach: The company cites an audience across its banners — Dick’s Sporting Goods, Foot Locker, Champs, Golf Galaxy — totaling about 70 million consumers.
• GameChanger app: Used by millions for live streams, scorekeeping and schedules. It offers a digital place to connect with youth-sports families.
• Experiential venues: Dick’s House of Sports locations include features like climbing walls and batting cages, designed as a community hub.
• In-store media: Digital screens and store audio let advertisers run campaigns where shoppers are making buying decisions.
• Past partners: Brands such as Adidas, On, Under Armour and Crocs have already tested the network.

Which brands fit the pitch: restaurants, CPG and automakers

Dick’s executives argued that youth-sports families make predictable purchase choices. That makes them attractive to many categories.

• Quick-service restaurants can be relevant for post-game meals.
• CPG brands benefit when families buy snacks, drinks and equipment-related items.
• Automakers and dealerships can target parents thinking about larger vehicles for growing kids.

Survey highlights: Dick’s Media and eMarketer found that 63% of U.S. parents have children in youth sports, and 84% of those parents say youth sports shape their purchase choices.

External data show participation rising. The Sports & Fitness Industry Association reported youth sports participation climbed from 59% in 2021 to 65% in 2024, a trend cited by the Aspen Institute.

How campaigns run inside the stores and on digital channels

Advertisers can buy placements across a mix of physical and digital touchpoints.

• In-store video displays in high-traffic areas.
• Ambient audio ads played over PA systems.
• Sponsored experiences at Dick’s House of Sports.
• Targeted opportunities within the GameChanger streaming and stats app.

Executives emphasize the combined power of these channels to influence purchase decisions at the moment they happen.

“Sporthood”: the lifestyle framing behind the pitch

Dick’s leadership coined a shopper identity built around youth sports. The idea: parents and children organize routines around practices and games.

By framing customers as “sporthood families,” the retailer asks advertisers to think beyond single transactions. They want brands to see the car, the meal after a game, and the gear purchase as connected moments.

One executive put it this way: families live around schedules of practices and events, and brands that insert themselves into those moments can become part of the routine.

Industry context and related retail developments to watch

Numbers to note

• 3 — Lego stores opening soon in Canada.
• 800+ — Target locations now carrying Factor ready-made meals.
• $15 million — Ollie’s Bargain Outlet’s planned price-reduction investment this year.

Other moves in retail and retail media

• Instacart: Rolling out Cart Assistant, a white-label AI feature for retailer sites, plus a consumer grocery assistant called Clementine.
• Returns prep: Retailers expect a notable share of holiday purchases to be returned. Brands are tweaking return policies for the season.
• Privacy and security pushback: Critics are targeting retailers using Flock Safety cameras, prompting petitions and scrutiny.
• Delivery competition: Walmart is expanding delivery partnerships and testing restaurant fulfillment, starting with chains like Dunkin’ and Subway.
• Talent moves: The Vitamin Shoppe hired a marketing leader from Tractor Supply to boost digital and growth capabilities.

What advertisers should think about next

Marketers evaluating retail media should weigh direct audience reach against the emotional pull of sports. Youth sports create repeat touchpoints and predictable rituals.

• Map campaigns to moments — before, during and after games.
• Use in-store audio and video to reinforce local offers.
• Leverage apps and streaming to engage fans who follow scores and stats.

For brands, the question is whether tying campaigns to family sports routines will convert into measurable sales.