Dick’s takes a run at new format
PITTSBURGH — Dick’s Sporting Goods plans to open a new format focused on runners later this summer.
The new concept called True Runner will be located on Walnut Street in an affluent area of Pittsburgh known as Shadyside, the company said. Dick’s offered no additional details on the opening date, store size or product assortment, but it is clear from the limited comments made by a company executive that the store will focus on running enthusiasts.
"We're excited to announce our new retail model, True Runner, which will outfit local runners with the best running apparel, footwear and equipment," said Joe Schmidt, Dick’s president COO. “In our continued efforts to explore new ways to serve athletes and build upon Dick's Sporting Goods already deep commitment to the sport in Pittsburgh, we believe that True Runner will provide a top-of-the-line experience to those who enjoy the sport."
The store will offer best-in-class footwear, apparel, accessories and expertise with plans calling for True Runner to employ associates who are running enthusiasts, according to the company. The new concept extends Dick’s affiliation with the running category, especially in its hometown of Pittsburg, where on May 6 the company served as the title sponsor for the Dick’s Sporting Goods Pittsburgh Marathon, an event that drew 25,000 participants.
If the category specific concept format proves viable, it could give the company an additional growth vehicle beyond an extensive network of traditional full line stores and Golf Galaxy stores. The company currently operates 480 Dick's Sporting Goods stores in 44 states and more than 80 Golf Galaxy stores in 30 states.