Owned Media: Audience Profiling Report
Introduction
DICK’S Sporting Goods is a legacy American brand founded in 1948 by Richard “Dick” Stack with a $300 investment from his grandmother. It is an omni-channel sports retailer that offers a wide selection of goods, including sportswear, gear, footwear, and accessories. The company has multiple banners under it, including DICK’S Sporting Goods, Golf Galaxy, Public Lands, Going Going Gone, and, as of 2025, Foot Locker (About Us Page).
Its core purpose is to “create confidence and excitement by inspiring, supporting, and personally equipping all athletes to achieve their dreams” (Annual Report). This brand is an important pillar of the sports and sneaker industry, thanks to its 77-year history and its wide reach across 850 stores worldwide. DICK’S Sporting Goods saw “record sales of 13.4 billion dollars, an increase of 3.5% compared to 2023” (Annual Report). This healthy growth proves their business expansion is positively impacting the brand as a whole and is working as planned.
Looking ahead to 2026, DICK’S Sporting Goods has a large share of the footwear market following its 2025 purchase of Foot Locker. As a result, the brand hopes to create an engaging event with the Foot Locker sneaker truck, which will sell limited sneaker releases at major music and sporting events around the country throughout the summer of 2026. This is a strategic activation that aims to increase its relevance among Gen Z event-goers, an important part of the current footwear market.
Demographics
Gen Z consumers are an important target audience for DICK’S Sporting Goods, given their growing spending power and influence in the footwear market. According to Boston Consulting Group, “the cohort of consumers 28 and under who make up Gen Z and Gen Alpha—will account for 40% of the US fashion market over the next decade” (Barton et al.). DICK’S Sporting Goods’ target audience will also emphasize men, as men spend more in the footwear category than women do. According to Simon-Kucher, “men were the greater purchasers of more shoes in the past year: 42% said they bought 3 or more pairs of shoes including 11% who bought 6 or more pairs compared to the 39% of women who bought 3 or more pairs of shoes including 9% who bought 6 or more pairs”. Additionally, it makes sense for the primary target audience for DICK’S Sporting Goods to be men since they spend more than women in the footwear category, “men said they spent an average of $295 (15% above average) on footwear while females spent $217 (15% below average)” (Simon-Kucher). However women are still an important audience because they “prefer off-price retailers, value fashion stores, and superstores more than men do” (Simon-Kucher). For this mobile activation, the target audience gender split should be 60/40, with men being the larger segment.
Psychographics
Those born between 1997 and 2012 are considered Gen Z, which means they are between 14 and 29 years old. These shoppers have different reasons for their purchasing decisions than previous generations. “These younger generations tend to be experimental rather than brand-loyal, prioritize cultural relevancy, and lean toward social-first storytelling. Their discovery-to-purchase journeys are predominantly trend- and product-driven, rather than brand-driven” (Barton, et.al). According to PwC, “they still want purchases that spark joy, earn social currency and align with their own sense of identity”. DICK’S Sporting Goods is now facing a new challenge, attracting shoppers who are more trend and product conscious, instead of brand loyal. Additionally, these shoppers “expects brands to align with their values, particularly around diversity, inclusion, and sustainability. And while they value authenticity, customer loyalty isn’t guaranteed; brands must consistently deliver ethical practices, transparency, and meaningful engagement to earn it” (Mintel).
Behavioral Traits
The Gen Z shopper is price-conscious and prioritizes affordability when making purchases. According to “PwC’s five-year view of Gen Z more than 79% wait for products to go on sale, and only 21% regularly pay full price. Deal hunting is rising — searching for discount codes is up 14%, browsing up 17% — but this is less about frugality than intentionality”. These shoppers are adapting to the higher cost of living, inflation, and shrinkflation by shopping primarily through sales and discounts. These shoppers are not as brand-loyal as those before them, so they are willing to purchase cheaper products despite the brand label. According to PwC, “more than half of Gen Z (59%) still prefer known brands, but nearly half (41%) are willing to buy less expensive, private-label alternatives, and 49% want customized products”. Now more than ever, price is an important factor in Gen Z footwear purchases. In addition to affordability, Gen Z shoppers are returning to stores and choosing in-person shopping over online shopping. PwC’s analysis shows “that 61% of Gen Z now prefers to discover new products in-store, a reversal that speaks volumes about what this generation wants: experience” (PwC). Instead of only caring about a product’s quality or price, the Gen Z consumer wants to make their next trip to the store a memorable experience.
Media and Social Media Behaviors
Gen Z shoppers rely heavily on social media when making purchasing decisions; it had a greater influence on them during the 2025 holiday shopping period than in 2024. According to PwC, “43% of Gen Z expect to use social media to discover gifts this holiday, compared to 30% overall. They’ll also use it to research (39% vs 27%) and compare items before purchasing (32% vs. 22%)”. Clearly, Gen Z consumers are spending more time on their social media accounts than ever before, and these platforms are becoming a resource for making purchasing decisions. The shopping habits of this generation differ from those of previous generations. Now, shoppers use social media to find items and compare them to other products. “They might, for instance, discover a product on social media, price compare in-app, and transact in-store. This expectation of instant gratification — from social scroll to in-store shelf — is likely to shape omnichannel merchandising and inventory strategies increasingly” (PwC). Social media is even shaping the in-store experience as stores are shifting the way they sell to Gen Z. According to the Wall Street Journal, “To connect with Gen Z, some salespeople have social-media feeds saved on their tablets to show shoppers how influencers are styling the brands’ luxury handbags” (Wall Street Journal/Circana).
Storytelling Themes
- Affordability – Discounts Drive Sales: As Gen Z faces a tough job market and rising prices for goods and services, they have adapted their shopping habits to seek affordability. The prices, sales, and promotions on DICK’S Sporting Goods products will determine if they can get Gen Z shoppers in stores and make purchases. Since younger shoppers are interested in affordability, “highlighting value through promotions and discounts can attract younger, price-sensitive consumers. Additionally, leveraging digital marketing strategies to reach Gen Z and millennials, who prefer online shopping, can enhance engagement and drive sales” (Simon-Kucher).
- In-Person Experience: Gen Z is bringing in-person shopping back. Although Gen Z shoppers are digital natives, they care about their shopping experience and prefer in-person shopping. DICK’S Sporting Goods needs to leverage its stores and shopping experience to drive Gen Z shoppers to its stores. Despite their familiarity with online shopping, “PwC’s analysis shows that 61% of Gen Z now prefers to discover new products in-store, a reversal that speaks volumes about what this generation wants: experience” (PwC).
- Values and Identity Shape Shopping Habits: For Gen Z shoppers, brands need to be authentic and ensure their values are illuminated through their actions. DICK’S Sporting Goods needs to highlight its mission and values to attract this audience. Today, there’s more to a product than quality, “to sell something with a premium price tag, it needs a story of sustainability, exclusivity, craftsmanship, and social validation” (PwC).