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Dick’s Sporting Goods will always be rooted in sports. But the retailer is making a concerted effort in the lifestyle space with a broader assortment of hot footwear brands in stores.

During a call with analysts on second-quarter financial results, Dick’s president and CEO Lauren Hobart said the chain’s investments in comprehensive in-store footwear solutions have helped bring compelling new lifestyle products to market in entirely new ways.

“We still have amazing footwear, apparel and equipment for anyone who wants to compete at a high level,” Hobart said, listing products like soccer cleats. “But at the same time, we now have access to cool shoes, and that’s important for athletes to come in and get everything they need.”

In recent quarters, Dick’s has added to its hot lifestyle brands, including On and Hoka. Those brands have benefited from the chain’s footwear collection, which offers a more upscale shopping experience and is available in 90 percent of Dick’s stores, including the chain’s House of Sport locations. Looking ahead, Hobart said she sees growth opportunities for both brands in new doors.

What’s more, Italian sports brand Lotto today announced that its Leggenda lifestyle footwear collection will be available at Dick’s, after announcing a 2023 collaboration with the sporting goods giant.

Hobart said the chain’s focus on “differentiated products,” which includes lifestyle and sports footwear and apparel, had contributed to recent market share gains since the pandemic and was proving to be an effective combination in attracting younger consumers.

“We’re unique in our ability to deliver both performance and lifestyle, from head to toe,” Hobart said. “We know that performance starts with the kid’s footwear, and we can provide them with a complete outfit for everyday wear and on the court. That’s why we’re excited about the difference we have over our competitors.”

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