WELCOME
We’ve spent a lot of time getting to know our athletes and their attitudes towards participation in various activities such as team sports, golf, outdoor activities, fitness and footwear/apparel shopping. Having a deeper knowledge of our athletes will help us unleash athlete-centricity across the business and channels, and allow us to differentiate the athlete experience.
MEET OUR ATHLETES
Ben, Educated Enthusiast
They want to make sure they buy what’s best, extensively research and shop for the ideal product, look for teammates to guide them and give them trusted advice. These athletes are competitive but mostly against themselves.
READ MoreJeannene, Convenience Craver
Looking to make quick trips, they prefer retailers with multiple products and brands for one-stop shopping. They don’t have a strong brand preference and identify as more active than athletic.
READ MoreKrystal, Confident Competitor
Socially and athletically competitive, these athletes shop the brands they know to showcase their style. They care more about the opinions of friends than experts and want the brands they want to share their values.
READ MoreRachel, Experienced Loyalist
Confident in their knowledge, this group sticks with the brands they like and looks to buy from them directly.
READ MoreMike, Price and Guidance
Shopping at multiple stores based on their needs, this group cares about price and follows the advice of others (mainly friends) in making decisions.
READ MoreBen, Educated Enthusiast
Wanting to buy what’s best, this group shops around for the ideal product, goes to specialty shops and gets advice to guide them. They are competitive, but mostly against themselves – always looking to “better their best."
READ More Jeannene, Convenience Craver
Looking to make quick trips, this group prefers retailers with multiple products and brands for one-stop shopping, and don’t have a strong brand preference.
READ More Krystal, Confident Competitor
Socially (and athletically) competitive, this group shops brands they know to showcase their style. They care more about the opinions of friends than experts and want the brands they shop to share their values.
READ MoreRachel, Experienced Loyalist
Confident in their knowledge, this group sticks with the brands they like and looks to buy from them directly.
READ More Mike, Price and Guidance
Shopping at multiple stores based on their needs, this group cares about price and follows the advice of others (mainly friends) in making decisions.
READ More
Which Athlete Are You?
We classify athletes into their groups based on how they answer a variety of attitudinal questions around their shopping preferences. Answer the same questions to find out which type of athlete you are!
How We Determined Our Focus Athletes
93 Million
PEOPLE IN THE US SPEND OVER…
$100 Billion
A YEAR ON APPAREL, FOOTWEAR, AND SPORTING GOODS
To determine which athletes we will focus our strategic efforts on, we examined these groups through three lenses.
The amount they spend
Their openness to new retailers and brands
Their willingness to shop at Dick’s Sporting Goods
BACKGROUND
How Did We Approach This Research?
We grouped people based on shared beliefs, needs, and attitudes towards shopping. Watch this video to learn more about how we applied this approach to our shoppers.
DISCOVER MORE ABOUT OUR ATHLETES
LEARN MORE
If you have questions, need more information, or simply want to discuss the implications of this study, feel free to reach out, using the form below.
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