DICK’S Sporting Goods announced the launch of Coach by DICK’S, an agentic AI-powered conversational experience designed to support athletes throughout their sports journeys. Integrated into the DICK’S mobile app, the new digital Coach is intended to provide tailored recommendations, training guidance, product education, and personalized support based on each athlete’s sport, goals, interests, and preferences.
The company said Coach by DICK’S extends the expertise traditionally offered in DICK’S retail stores into a digital environment, creating what it described as a seamless and immersive athlete experience. The platform was built using Adobe Brand Concierge technology alongside DICK’S proprietary content and sport knowledge.
According to the company, the AI-powered Coach is designed to go beyond transactional shopping interactions by adapting to athlete behaviors, goals, and shared input in real time. The conversational experience is expected to evolve over time as DICK’S expands the platform’s capabilities.
Coach by DICK’S is expected to help athletes receive tailored product recommendations, access training tips and product education, and navigate decisions related to products and services with more confidence.
The rollout of Coach by DICK’S within the DICK’S mobile app is scheduled to begin in June, with additional functionality planned in future updates.
DICK’S Sporting Goods, founded in 1948 and headquartered in Pittsburgh, operates multiple retail banners including DICK’S Sporting Goods, Golf Galaxy, Public Lands, Going Going Gone!, DICK’S House of Sport, and Golf Galaxy Performance Center. The company also owns the Foot Locker business portfolio and GameChanger, a youth sports technology platform.
KEY QUOTES:
“At DICK’S, we believe sports change lives, and that belief guides how we show up for our athletes. Coach by DICK’S allows us to scale what makes us special – our people, our point of view, and our deep connection to sport – and deliver trusted guidance through our app in a way that feels personal and relevant.”
Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer, DICK’S Sporting Goods
“We designed Coach by DICK’S to meet athletes where they are on their sports journey. By bringing together the depth of our product knowledge, our understanding of sport, and what each athlete is trying to accomplish, we can respond in real time with guidance that’s relevant in the moment. Coach by DICK’S helps guide athletes to the right product, the right fit, and trusted expertise so every interaction is personal to what they need.”
Vlad Rak, Chief Technology Officer, DICK’S Sporting Goods
