Dick's Sporting Goods Launches Virtual House of Sport With J.J. Watt Guide

Dick’s Sporting Goods has launched a Virtual House of Sport (Virtual HOS), an immersive online version of its experiential retail concept that features interactive elements like a climbing wall, golf bays with TrackMan simulators, and multi-sport HitTrax cages. An avatar of three-time NFL Defensive Player of the Year J.J. Watt, a House of Sport brand ambassador since March 2024, guides customers through the virtual store, highlighting the unique experiences and product offerings. Developed in partnership with Napster, a technology company specializing in AI-powered 3D immersive experiences, Virtual HOS aims to extend the physical store experience to customers nationwide, especially those without a nearby House of Sport location. The virtual platform allows users to shop products in real time and book services such as sports camps and fitness classes. This launch follows Dick’s Sporting Goods’ recent $2.4 billion acquisition of Foot Locker, expanding the combined company’s global retail footprint to over 3,200 stores and extensive e-commerce operations. Company executives emphasize that Virtual HOS builds brand awareness and offers a consistent, engaging experience that bridges physical and digital retail environments.