Dick’s Sporting Goods will shine a spotlight on its owned brands with a pop-up retail location in the upscale resort town of East Hampton, N.Y. Teeing off with two of the retailer’s golf brands, Walter Hagen and Maxfli, the initial pop-up, running through June 28, is timed to the U.S. Open and will feature events such as master golf classes taught by Sean Foley.
The initial pop-up will focus on Dick’s golf brands.
The second pop-up, running July 2-August 23, focuses on Dick’s CALIA brand of women’s lifestyle, wellness, fitness and coastal-inspired apparel. The final iteration, running Aug. 27-Oct. 18, will be “Back to Sporthood,” featuring Dick’s DSG family-oriented brand and timed for the back-to-school season.
“This is the first time we’ve done something like this for our in-house brands,” said Aimee Watters, VP of Vertical Brands at Dick’s in an interview with Retail TouchPoints. “It’s an opportunity for us to showcase the breadth and quality of our owned brand portfolio.”
Watters said these brands account for approximately 13% of Dick’s overall sales, generating $1.8 billion in 2025. “We’re always looking for ways to bring them to life in new and meaningful formats,” said Watters.
Brand Activations, Live Podcasts and Community Events
Dick’s wants to ensure that the store, with approximately 1,700 square feet of selling space in a 3,400-square-foot location, weaves itself firmly into the East Hampton community. In addition to golf classes with Foley, Dick’s brand ambassador Ben Griffin will do a live Fried Egg Golf podcast during the U.S. Open golf tournament, taking place June 18-21 at the Shinnecock Hills Golf Club in nearby Southampton. Dick’s also is planning a screening of the film Finnegan’s Foursome, which showcases the Maxfli golf brand, at the local movie theater.
The shop’s Grand Opening celebration on May 14 featured local partners, influencers and community members munching on local bites and drinks. “It was a way to welcome everyone into our store and say ‘We’re here in the Hamptons community and excited for the summer,’” said Watters.
Events, including planned brand activations along with services such as ball customization, are designed to provide surprises each time a customer enters the shop. “Every time they come in, they’ll see something new and different,” Watters promised.
The Dick’s pop-up at 34 Park Place.
“Our key metric for measuring the success of this pop-up is whether it’s creating a great experience for athletes, and that we’re genuinely into this community,” said Watters. “The store is more than a place to just get a hoodie – it’s a community space.”
Dick’s Chairman Ed Stack shared his vision for the company at the NRF Big Show in NYC in January 2026.
