Outdoor Athletic Brand: Dick's Sporting Goods US House of Sport Launch
Dick's Sporting Goods US national launch for an outdoor athletic brand with House of Sport experiential placement at 30 high-traffic doors, ScoreCard loyalty trial mechanics, and a Public Lands sister-banner crossover SKU across 858 Dick's stores.
Growth in Conversions
Content Optimization
Organic Traffic
1682%
Dramatic Increase
Project Overview
Outdoor athletic brand needed Dick's Sporting Goods national placement with House of Sport experiential format participation that included in-store activation programming, plus integration with the ScoreCard loyalty program for trial conversion, and a crossover SKU strategy into the Public Lands sister banner to extend reach into the conservation-minded outdoor cohort. The strategic problem was earning House of Sport placement against entrenched Nike, Adidas, and The North Face competition, since the experiential format reshapes the velocity economics at the 30 highest-traffic House of Sport doors compared to the core Dick's format.
Execution
MOART negotiated 9-SKU placement across the Dick's national footprint with the Sporting Goods merchandising team in Coraopolis, secured House of Sport experiential placement at 30 doors with branded in-store activation programming, designed ScoreCard loyalty trial offer mechanics for the high-value member tier, negotiated a Public Lands crossover SKU into the sister banner's 33-store conservation outdoor footprint, and coordinated the brand's pro-athlete partnership content into the House of Sport in-store digital signage rotation.
Project Results
9 SKUs live across 858 Dick's Sporting Goods stores with House of Sport experiential placement at 30 doors and the Public Lands crossover SKU activated within 12 months, with ScoreCard member trial-to-repeat conversion landing at 24% on the hero footwear SKU.
Conclusion
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