The Sporting Room

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Customers enjoying interactive sports experiences inside a large Dick's Sporting Goods 'House of Sport' store, showcasing a new retail strategy.
The Gear

Dick's House of Sport: The $20 Million Bet That Turns Stores Into Playing Fields and Media Channels

Dick's Sporting Goods is investing $20 million per store in its 'House of Sport' concept, which combines large-scale experiential retail with an in-store media business. This strategy aims to drive foot traffic and create new revenue streams by turning stores into interactive playing fields and brand storytelling platforms.

Priya Singh·June 18, 2026