DICK’S House of Sport: Built for the City

ABOUT THIS ENTRY

DICK’S Sporting Goods reimagined retail grand openings for its House of Sport concept by transforming them into culturally relevant, fan-first experiences rooted in local sports passion. Instead of traditional ribbon cuttings, the brand created three market-specific activations across Kansas City, Dallas, and New Jersey - each designed to engage modern sports fans through participation, authenticity, and shareable moments. From surprise giveaways tied to a Chiefs rivalry game, to a youth 3v3 basketball tournament with WNBA talent, to a branded ferry transporting athletes and media, each experience invited communities to actively engage with sport.

The campaign generated 167 earned placements and 425 million impressions, with 91% feature coverage and a 54% increase over traditional launches. By turning retail openings into immersive cultural moments, DICK’S positioned House of Sport as more than a store - it became a true community hub where athletes connect and play.

How does this represent "Excellence in Engagement"?

This work sets a new benchmark for fan engagement by redefining the role of retail within sports culture. Rather than treating fans as spectators, the campaign positioned them as active participants - inviting them to play, connect, and become part of the story. This includes 300 distributed shirts in Kansas City, 25 participants in the Dallas 3v3 tournament and nearly 1000 athletes transported on the DICK’S-branded ferry in NYC/NJ. 

The approach introduced a scalable model for localized engagement at a national level. Each activation was uniquely tailored to its market, yet collectively contributed to a larger narrative - demonstrating how brands can authentically integrate into diverse sports communities without losing consistency.

Every moment - from surprise giveaways to athlete-led experiences to immersive transit - was built to generate real-time participation and organic sharing, aligning with how modern fans engage with sport today.

By transforming grand openings into culturally relevant, athlete-driven moments, DICK’S demonstrated that engagement is not about visibility alone, but about creating meaningful connections.

This work challenges the industry to move beyond one-size-fits-all campaigns and toward insight-led, participatory experiences that meet fans where they are - setting a new standard for how brands show up in sport and community.

Objective

DICK’S Sporting Goods set out to redefine what a retail grand opening could achieve in today’s evolving sports and consumer landscape. As House of Sport, DICK’S larger experiential retail concept, expands into highly competitive, sports-saturated markets, the objective was not simply to drive awareness of new store openings, but to establish each location as an immediate and authentic community hub for athletes.

The core challenge was breaking through in markets where sports culture is deeply ingrained and media attention is highly competitive. Traditional ribbon-cutting approaches would not generate the level of excitement, cultural relevance, or earned visibility needed to differentiate House of Sport.

Instead, the goal was to create locally rooted, nationally resonant moments that would capture the attention of modern sports fans, athletes, and media alike. Success was defined by the ability to generate high-quality earned media, strong social amplification, and positive sentiment - while also driving meaningful, in-person engagement.

Ultimately, the objective was to position House of Sport not just as a retail destination, but as a place where sport comes to life - embedding the brand into the fabric of each community from day one.

Strategy & Execution

The campaign was designed for modern sports fans - one who values participation, authenticity, and shareable experiences over passive consumption. Rather than applying a national campaign uniformly, the strategy flipped the model: start with local insight, create culturally relevant experiences, and scale the impact outward.

Across a seven-day span in September, each activation was rooted in what mattered most to fans in that specific market. In Kansas City, we tapped into fandom around a Chiefs Super Bowl rematch with exclusive merchandise, an appearance from celebrity super-fan Heidi Gardner and surprise game-day ticket giveaways. In Dallas, we leaned into the growing momentum of women’s basketball, creating a 3v3 tournament experience with top WNBA talent, Paige Bueckers and Arike Ogunbowale, that directly engaged young athletes. In New Jersey, we created a first-of-its-kind branded ferry experience, turning transit into an immersive extension of the brand, transporting media, creators and athletes from NYC to Jersey City. 

Execution prioritized participation over promotion - inviting athletes to play, interact, and create in real time. Every moment was designed to be visually compelling and socially shareable, ensuring relevance and conversation. 

Together, these experiences transformed grand openings into dynamic, fan-first events that mirrored how sports audiences engage with culture.

Organizations

• N/A

Featured

• WNBA stars Paige Bueckers and Arike Ogunbowale

  Actress Heidi Gardner

  Basketball legend Sue Bird

Credits

Steph Shambo
Senior Vice President
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Eric VanSlyke
Senior Director
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Melissa Marion
Account Supervisor
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Lindsay Server
Account Director
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Christine Tibert
Account Supervisor
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Alex Amodio
Senior Director
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Ellie Wharton
Account Executive
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