If you’re a product manufacturer hoping to get your brand into DICK’S Sporting Goods, you’re targeting one of the largest and most influential sporting goods retailers in the U.S. With more than 850 stores nationwide and a strong omnichannel presence, DICK’S can offer tremendous visibility, credibility, and sales potential for emerging and established brands.
This guide breaks down the key steps to successfully pitch, present, and place your product on DICK’S Sporting Goods shelves.
1. Understand the DICK’S Sporting Goods Retail Strategy
Before approaching the retailer, familiarize yourself with how DICK’S operates. Founded in 1948, DICK’S Sporting Goods has grown into a premiere destination for:
- Sporting goods and team sports equipment
- Outdoor and camping gear
- Fitness equipment
- Apparel, footwear, and accessories
The retailer is known for its high-quality product assortment, strong private-label business, and commitment to delivering exceptional customer experiences. Understanding their category focus and merchandising strategy will help you position your product effectively.
2. Research the Market and Prepare Your Product
Success begins with thorough preparation. Make sure to:
Analyze Their Current Product Mix
Study the brands and price points DICK’S currently carries. Ask yourself:
- Does my product fill a gap?
- Does it offer better performance, value, or innovation?
- How does it compare to competing SKUs on their shelves?
Know Their Target Customer
Tailor your pitch by understanding who shops at DICK’S—from youth athletes and sports parents to outdoor enthusiasts and fitness consumers.
Ensure Retail Readiness
Your product should meet all major retail standards, including:
- Safety and compliance
- Professional packaging
- Reliable supply chain and inventory forecasting
- Competitive retail pricing and margins
Retailers like DICK’S expect vendors to be scalable and ready for national distribution.
3. Connect With a DICK’S Sporting Goods Buyer
Once you’re confident your product is the right fit, you can begin outreach. Paths include:
- Submitting via the DICK’S supplier portal
- Attending industry trade shows (e.g., Outdoor Retailer, PGA Show, or category-specific expos)
- Networking through reps, distributors, or retail consultants
When contacting a buyer, provide concise, clear information:
- Product features and benefits
- Differentiation and market validation
- Target customer
- Pricing structure and expected margins
- Sales performance (if applicable)
Buyers appreciate vendors who understand retail math and can clearly articulate why their product deserves shelf space.
4. Present a High-Quality Sample or Prototype
If a buyer shows interest, they will likely request a physical sample. Make sure it is:
- Retail-ready
- Fully functional
- Professionally packaged
- Reflective of the final production version
This is your opportunity to demonstrate your product’s value and credibility.
5. Negotiate Terms With the Buyer
If the buyer is impressed, you may enter purchasing discussions. Expect negotiations around:
- Wholesale pricing
- Payment terms
- Freight and logistics
- Merchandising expectations
- Marketing or promotional support (e.g., endcaps, digital ads, or category features)
Go into negotiations knowing your bottom line but stay flexible. Retailers value partners who can collaborate and think long-term.
6. Finalize the Vendor Agreement
All agreements should be formalized in a written contract. Key items often include:
- Purchase order terms
- Delivery schedules
- Product launch dates
- Routing guides and compliance requirements
- Packaging and labeling standards
Having your operations and documentation in order helps prevent costly delays or chargebacks.
7. Market Your Product After It Hits Shelves
Landing placement in DICK’S is only the beginning. To drive sales, you should:
- Promote your product via social media and email
- Invest in influencer or athlete partnerships
- Leverage PR or press coverage
- Encourage reviews
- Participate in retailer marketing initiatives when available
Your success in-store directly impacts whether DICK’S expands your SKU count, increases your footprint, or brings you into additional locations.
8. Build and Maintain a Strong Relationship
Buyers value dependable vendor partners. To strengthen your relationship with DICK’S:
- Communicate proactively
- Deliver on time
- Respond quickly to issues
- Maintain consistent product quality
- Share sales insights, customer feedback, or improvement ideas
A collaborative, professional relationship increases your likelihood of long-term success at retail.
Conclusion
Getting your product into DICK’S Sporting Goods is an exciting opportunity that can significantly elevate your brand. By researching the retailer, preparing your product for retail success, delivering a strong pitch, negotiating effectively, and maintaining a positive relationship, you can drive meaningful traction in one of the most respected sporting goods chains in the U.S.
If you’re looking to launch your product into DICK’S or other national sporting goods retailers, our team at Retailbound can help. Since 2008, we’ve guided hundreds of product brands through successful retail launches and long-term growth strategies. Contact us today to speak with a retail expert.
About the Author
Yohan Jacob, President and Founder of Retailbound, leads a full-service retail channel management consultancy specializing in helping brands launch, manage, and scale within over 150+ retailers across the U.S. and Canada. Retailbound provides expert guidance in retail strategy, buyer engagement, sales management, and channel marketing to help both startups and established brands grow retail distribution and accelerate sales.
