How Footwear Is Driving Dick’s Sporting Goods’ Push into Lifestyle

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Dick’s Sporting Goods will aways be rooted in sport. But the retailer is making a concerted push in the lifestyle space via a broader assortment of hot footwear brands in stores.

In a call with analysts discussing second quarter earnings results, Dick’s president and chief executive officer Lauren Hobart said that the chain’s investments in full-service footwear decks in stores has helped bring new, cool lifestyle products to consumers in a new way.

“We still have incredible footwear, apparel and gear for anybody who wants to compete at a high level,’ Hobart said, citing products like soccer cleats. “But at the same time, we now have access to the cool shoes, and that’s important to the athlete when they come and they can get everything that they need.”

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In recent quarters, Dick’s has grown its presence of hot brands with a lifestyle bent, including On and Hoka. These brands have benefited from the chain’s footwear decks, which offer a more premium shopping experience and are offered in 90 percent of Dick’s stores, including in the chain’s House of Sport locations. Looking ahead, Hobart said she sees opportunities to grow both brands in new doors.

What’s more, Italian sports brand Lotto announced today that its Leggenda lifestyle footwear collection will launch at Dick’s, after announcing a partnership with the sporting goods giant in 2023.

Hobart said that the chain’s focus on “differentiated product”, which includes lifestyle and performance shoes and apparel, has been behind recent market share gains since the pandemic and has been a winning combination for luring younger consumers.

“We are unique in our ability to provide both performance and lifestyle, head to toe,” Hobart said. “We know the output starts with the footwear for a kid, and we can output them for their entire outfit both every day in life and on the field as well. So we are excited about the differentiation that we have versus our competitors.”

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