Through extensive consumer research, we uncovered the unique mindsets, needs, and motivations of athletes across all levels. By turning those insights into action, we reimagined the customer journey—transforming friction points into moments of inspiration and reshaping both digital and in-store experience.

The House of Sport was designed as more than a store—it’s a community hub where athletes can connect, play, and explore. From gallery-style cleat walls to interactive trial zones and seamless digital integrations, every detail was crafted to build confidence, spark discovery, and create an environment that celebrates sport in all its forms.

Behind the immersive experience was a focus on operational excellence. By optimizing layouts, introducing high-density storage, and adding architectural features like dedicated fulfillment entrances and an outdoor playing field, DICK’S streamlined operations while creating new ways for athletes to engage with the brand inside and out.

To ensure consistency and scalability, flexible design systems and brand guidelines were developed to replicate the concept across the country. With plans to open 75–100 House of Sport locations by 2027, DICK’S is building not just a new retail format, but a long-term blueprint for the future of sports retail.