Key Takeaways
- Coach by DICK’S launches within the DICK’S mobile app in June 2026, built on Adobe Brand Concierge and DICK’S proprietary product and sport knowledge.
- The agentic AI delivers tailored product recommendations, training Pro Tips, and decision guidance shaped by each athlete’s sport, skill level, goals, and behaviors.
- DICK’S positions the tool as a digital extension of in-store expertise, designed to evolve alongside the athlete rather than function as a transactional chatbot.
- The launch sits inside an athlete ecosystem that includes GameChanger, House of Sport, Foot Locker, and the Sports Matter youth giving program.
- Expanded capabilities are planned over time, though DICK’S did not disclose a specific feature roadmap or timeline.
Inside the Coach by DICK’S Experience
DICK’S Sporting Goods (NYSE: DKS) announced on May 22 the launch of Coach by DICK’S, an agentic AI-powered conversational tool designed to support athletes whether they are starting a new sport, upgrading gear, or preparing for a tailgate. The product rolls out in the DICK’S mobile app starting in June.
According to the company, Coach by DICK’S guides athletes through three core interactions: tailored product recommendations based on sport, level, interests, and needs; access to training Pro Tips and product education grounded in DICK’S sport knowledge; and decision support spanning product and services, with responses informed by stated preferences and behaviors over time.
Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer at DICK’S, said the tool is meant to scale the company’s in-store point of view. “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.”
Adobe Brand Concierge Powers the Backend
The platform is built using Adobe Brand Concierge, with DICK’S content and proprietary knowledge layered on top. Adobe Brand Concierge is a newer enterprise offering aimed at letting brands deploy conversational AI grounded in their own product and content data rather than generic models.
Vlad Rak, Chief Technology Officer at DICK’S, framed the build around real-time relevance. “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.”
The agentic framing is notable. Unlike a static recommendation engine, agentic AI is designed to take goal-directed actions and adapt across a conversation. DICK’S did not disclose whether Coach by DICK’S will eventually handle transactions, service bookings, or appointments.
Why This Matters for Youth Athletes and Families
DICK’S has built a deep position in the youth sports ecosystem beyond its retail footprint. The company owns GameChanger, the youth sports mobile platform used for live streaming, scheduling, communications, and scorekeeping. Through the DICK’S Foundation and the Sports Matter program, the company has donated millions of dollars to under-resourced teams and athletes.
The announcement did not specifically segment youth athletes, but the use cases described, such as helping athletes new to a sport, gearing up at the start of a season, and navigating fit and product decisions, map closely to the parent and youth athlete buying journey. DICK’S did not disclose whether Coach by DICK’S will integrate with GameChanger or other youth-specific touchpoints.
What to Watch as the Rollout Begins
DICK’S is launching Coach by DICK’S into a retail environment where agentic AI experiences are moving from pilots to public product. For a category retailer with deep proprietary sport and product knowledge, the central question is whether a specialized assistant can deliver more useful guidance than horizontal AI search tools that lack that data layer.
The early indicators to watch are app engagement, conversion on guided purchases, and whether DICK’S extends the experience into services like fitting, training, or GameChanger integration. The June rollout marks the start of that test.
Source: PR Newswire, DICK’S Sporting Goods, May 22, 2026, https://www.prnewswire.com/news-releases/dicks-sporting-goods-introduces-coach-by-dicks-an-agentic-ai-conversational-experience-to-support-athletes-at-every-stage-302780351.html
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