Inside Dick's new House of Sport store in Leawood
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Can you see the rock wall inside the windows? Photo: Travis Meier/Axios
It turns out there's a premium version of Dick's stores called House of Sport, and one just opened in Leawood.
The big picture: It's the brand's attempt to remain competitive in Kansas City, a metro known for its growing athletics and strong team spirit.
- "Kansas City is one of the most iconic sports towns in the nation, with one of the most passionate fan bases, which is why building a House of Sport store here was a perfect fit," Dennis Rader, executive director for the store, tells Axios.
Zoom in: Bright lights, digital ad boards and modern displays show off clothing, helmets and backpacks neatly arranged by color.
- A cage simulator tracks soccer, baseball, field hockey and lacrosse balls ($15-$40), while golf simulators ($30-$50) and a putting green allow for test shots.
- A three-story, 10-belay rock climbing wall ($15-$25) stands prominently in front of floor-to-ceiling windows (in case you need help remembering where you parked).
What they're saying: "The expectation is elevated," Darnell Tunley, common purpose director at the store, tells Axios. "Whether that be the elevation in the products that we carry, the elevation in the experiences you see … the elevation in just how we take care of athletes."
Travis' thought bubble: Stepping into a House of Sport store is like climbing into a sports car with a sunroof — everything feels sleeker, fancier and finely tuned for performance.
- The shoe section alone is nearly eight times bigger than my home.
Catch up quick: The first House of Sport opened in 2021 in Victor, New York.
- The Leawood store marks No. 24, store marketing specialist Gracyn Reed tells Axios, with 11 more planned by the end of the year.
Zoom out: Competitive youth sports has become a lucrative industry worth $40 billion in 2024.
- In May, Dick's invested $120 million in Unrivaled Sports, a youth sports venue and programming company.
- The House of Sport store also hosts events and plans to have brand-centric athletic clinics.
What's next: The Leawood store isn't quite done with its remodel yet, with plans to shift around its second floor to accommodate a sports trading card area.
- The trading card business is booming, especially with the recent increase in popularity of the WNBA.
- Earlier this year, a House of Sport near Pittsburgh purchased a baseball card for $1.1 million.