DICK'S Sporting Goods Introduces Coach by DICK'S, an Agentic AI Conversational Experience to Support Athletes at Every Stage

About this update from Dick's Sporting Goods Inc

New digital Coach brings DICK'S sport expertise into a tailored athlete experiencePITTSBURGH, May 22, 2026 /PRNewswire/ -- DICK'S Sporting Goods (NYSE: DKS) today announced the launch of Coach by DICK'S™, a new agentic AI-powered conversational Coach™ designed to support athletes throughout their journey, whether they are just getting started in a sport, improving their game, looking for the latest performance gear or getting ready for this weekend's tailgate.Coach by DICK'S extends the trusted expertise found in DICK'S stores into a seamless digital experience within the DICK'S mobile app, delivering tailored guidance rooted in sport, product knowledge and individual athlete needs."At DICK'S, we believe sports change lives, and that belief guides how we show up for our athletes," said Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer at DICK'S. "Coach by DICK'S allows us to scale what makes us special – our people, our point of view, and our deep connection to sport – and deliver trusted guidance through our app in a way that feels personal and relevant."Powered by agentic AI and built using Adobe Brand Concierge and DICK'S content and knowledge, Coach by DICK'S delivers immersive conversational experiences that go beyond transactional shopping, guiding athletes using timely, relevant data and adapting to their stated preferences, goals and behaviors.Through natural conversation, Coach by DICK'S helps athletes:Receive tailored product recommendations informed by their sport, level, interests and specific needsAccess training Pro Tips and product education grounded in DICK'S sport knowledgeNavigate decisions – from product to services – with confidence through guidance that is expected to evolve alongside their journey and be informed by their behaviors and shared input"We designed Coach by DICK'S to meet athletes where they are on their sports journey," said Vlad Rak, Chief Technology Officer at DICK'S. "By bringing together the depth of our product knowledge, our understanding of sport, and what each athlete is trying to accomplish, we can respond in real time with guidance that's relevant in the moment. Coach by DICK'S helps guide athletes to the right product, the right fit, and trusted expertise so every interaction is personal to what they need."Coach by DICK'S will begin rolling out within the DICK'S mobile app starting i...

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