ATHLETE COMPARISONS
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.
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.
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 love to share their values.
Confident in their knowledge, these athletes stick with the brands they like and look to buy from those brands directly (and in many cases, online).
They actively seek deals and discounts while shopping at multiple retailers based on their needs. Less confident in this category, they rely on advice from others (mainly friends) to make decisions.
Educated Enthusiast
They want the most up-to-date equipment, apparel, and footwear from the best brands – performance is the top priority as they feel this provides a competitive advantage.
DEEP DIVEThey are low engagement and laser-focused on practicality. They seek out products and brands that help them participate – nothing more, nothing less.
DEEP DIVEThey prioritize brand over performance, and style over practicality – brands reflect who they are. They demand social responsibility, and will stick with a single brand they love, versus mixing and matching.
DEEP DIVEExtremely loyal to brands they’ve had success with in the past, they are not concerned with price. These athletes only buy the best for the sports/activities they are passionate about, and care about what a company stands for.
DEEP DIVEPrice and Guidance
Their lack of confidence equates to few brand/product preferences. Ultimately, practicality trumps style for these shoppers. With price top of mind, you can’t tell much about these athletes based on the brands they buy.
DEEP DIVE
These three priority groups have the strongest performance in each of the areas we analyzed: Spend, openness to trying new retailers and brands, and willingness to shop at Dick’s Sporting Goods. The other two groups are still valuable, but align less closely with our focus on experience and offering.
(High Importance)
Competitors
Enthusiasts
(Low Importance)
