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

Dick’s Sporting Goods will always have its roots in sports. But the retailer is making a concerted effort to move into the lifestyle space by offering a wider selection of popular footwear brands in-store.

During a conference call with analysts to discuss second-quarter earnings results, Lauren Hobart, president and CEO of Dick’s, said the chain’s investment in a full-service footwear platform in-store is helping to deliver new, cool lifestyle products to consumers in new ways.

“We still offer 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 cool shoes, which is important for athletes because they can come here and get everything they need.”

In recent quarters, Dick’s has added popular brands with a lifestyle bent, including On and Hoka. These brands benefit from the chain’s footwear platform, which offers a more premium shopping experience and is available in 90% of Dick’s stores, including the chain’s House of Sport locations. Looking ahead, Hobart said she sees opportunities to grow both brands in new areas.

Additionally, Italian sports brand Lotto announced today that its Leggenda lifestyle footwear line will launch at Dick’s, following an announcement that it would partner with the sporting goods giant in 2023.

Hobart said the chain’s focus on “differentiated products” since the pandemic, including lifestyle and performance shoes and apparel, is responsible for its recent market share gains and a winning combination for attracting younger consumers.

“We are unique in being able to offer performance and lifestyle from head to toe,” Hobart said. “We know that the output starts with the child’s shoes, and we can output their entire outfit, whether it’s for everyday life or on the court. So we are excited about the differentiation compared to our competitors.”