Case Study: DICK’S House of Sport

Helping a top sporting goods retailer launch a game-changing store.

DICK’S House of Sport

Helping a top sporting goods retailer launch a game-changing store.

Challenge

With online purchases of sporting goods soaring, DICK'S needed to create excitement for an innovative 100,000 sq ft store concept in Rochester, NY that would revolutionize their model.

Strategy

Data Revealed:
As a store designed around experiential retail, we needed to position the House of Sport differently than other DICK’S. The audience had to see it as a place to elevate their game vs just get their gear.
It was important for Rochesterians to feel like the House of Sport was integrated into the community – a second home – not just a bigger, better version of a DICK’S Sporting Goods.

Engagement

Motivated audience to action by:

Teasing the audience with a video that talked about a totally new sports experience without showing it. Pretty daring in the world of retail.
Localizing by casting Rochester athletes, coaches, teams, and clubs. We also used fields and training locations our audience would easily recognize.
Creating excitement within the community by creating a video that would be happily shared by the community. Rochester teams and clubs involved with the video shared it widely via social, extending organic reach significantly.
Results withheld at client request

175 Sully’s Trail

Pittsford, NY 14534

Suite 100

585-421-0100