Parks and Recreation
Fast Company|Winter 2021-2022
With its new Public Lands stores, Dick’s Sporting Goods is venturing further into the values driven terrain that has defined its past few years.
By Talib Visram. Photograph by AKIRA
Parks and Recreation

A new store opened in the suburbs of Pittsburgh in September. Built to resemble a rustic— albeit enormous—country cabin, the 50,000-square-foot space is really eight stores in one, each devoted to a different outdoor or adventure activity such as camping, fishing, or paddling. But there’s more than just goods on shelves.

The cycling shop, for example, sells bikes, but also offers repairs and rentals. Climbing instructors don’t just fit customers for climbing shoes; they facilitate test runs on the store’s 30-foot climbing wall. There’s even a concierge on hand, advising shoppers about local parks, classes, and environmental volunteer opportunities. Employees aren’t just there for the transactions, but to foster a community around America’s 640 million acres of parks, forests, and wildlife refuges. One percent of sales from this store, called Public Lands, goes toward a fund supporting conservation efforts led by national and local nonprofits, including the Conservation Alliance and Allegheny CleanWays.

Public Lands, which is opening a second location, outside Columbus, Ohio, in December, and has a growing e-commerce arm, is a new retail concept from Dick’s Sporting Goods. The athletic giant, which has 852 stores across the United States and brought in $9.6 billion in revenue in 2020, is known for courting the proverbial soccer moms, golfing dads, and their Little League–playing kids. But Public Lands, which is headed by Todd Spaletto, former president of the North Face, is aimed at a new demographic: the kinds of urban professionals who are increasingly invested in supporting retailers that reflect their values.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM FAST COMPANYView all
THE NEW RULES OF BUSINESS TRAVEL
Fast Company

THE NEW RULES OF BUSINESS TRAVEL

In the era of hybrid teams, everyone is a road warrior-not just sales teams and C-suite execs. It's part of why business travel spending is expected to finally reach, and perhaps surpass, pre-pandemic levels by the end of the year, according to Deloitte. But, as with everything, work trips are not what they were in 2019. From airlines to banks, companies are finding new ways to make business travel easier-and even a little fun.

time-read
5 mins  |
Fall 2024
INTELLIGENT IMPACT
Fast Company

INTELLIGENT IMPACT

BUSINESS LUMINARIES SHARE HOW AI CAN INTERSECT WITH SOCIAL MISSION.

time-read
1 min  |
Fall 2024
REDDIT'S REVENGE
Fast Company

REDDIT'S REVENGE

IN AN ERA OF AI UPHEAVAL. THE CACOPHONOUS SOCIAL HUB EMERGES AS THE HUMAN-DRIVEN INTERNET'S LAST GREAT HOPE.

time-read
10+ mins  |
Fall 2024
SO MANY WAYS TO LOSE
Fast Company

SO MANY WAYS TO LOSE

In the Ozempic era, Weight-Watchers is remaking itself to be something for everyone meal-plan program and a tele-health prescription service. But have consumers already lost their appetite?

time-read
10+ mins  |
Fall 2024
10/10 - THE 10 MOST INNOVATIVE PEOPLE OF THE LAST 10 YEARS
Fast Company

10/10 - THE 10 MOST INNOVATIVE PEOPLE OF THE LAST 10 YEARS

In honor of Fast Company's 10th Innovation Festival in September, we identified 10 industrious leaders whose groundbreaking efforts defined the past decade in business. We spoke to them about their extraordinary achievements in tech, medicine, entertainment, and more. And we explored how the impact of their work has withstood passing fads, various presidential administrations, a pandemic, and many, many quarterly reports.

time-read
10+ mins  |
Fall 2024
The Mysterious Reappearance of the Reggie Bar
Fast Company

The Mysterious Reappearance of the Reggie Bar

How a beloved 1970s candy got called back up to the major leagues.

time-read
8 mins  |
Fall 2024
Gabriella Khalil
Fast Company

Gabriella Khalil

Gabriella Khalil, creative director, answers our career questionnaire.

time-read
2 mins  |
Fall 2024
The Fast and the Furious
Fast Company

The Fast and the Furious

High prices at McDonald's, Taco Bell, and other chains are sparking consumer revolt.

time-read
6 mins  |
Fall 2024
Lost in Truncation
Fast Company

Lost in Truncation

Lost in Truncation Generative AI was supposed to unleash our creativity. Instead, it became our cultural trash compactor. Welcome to the age of summarization.

time-read
4 mins  |
Fall 2024
Campus Radicals
Fast Company

Campus Radicals

Welcome to UATX, Austin's new well-funded and controversial anti-woke university.

time-read
10+ mins  |
Summer 2024