In the early 2000’s, DICK’S began aggressively building stores across the nation and
expanding its brick & mortar footprint. A few years later, the chain operated
hundreds of winning locations but needed recognition within its new store communities.
DICK’S partnered with retailcomm to create a Grand Opening “experience” –
one that would emphasize the company’s investment and care for its local communities.
The goals were to establish a consistent activation across all stores that scaled accordingly
to market-specific variables, create a connection between the brand and consumer,
and drive foot traffic on Grand Opening weekends.
300 Grand Openings and re-Grand Openings since 2014
200,000 customers in morning lines since 2014
500+ athlete appearances