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For decades, a trip to DICK’S Sporting Goods was pretty straightforward.
You went in for cleats, a baseball glove, golf clubs, workout gear, or your favorite team’s jersey.
Now DICK’S is betting that the future of sporting goods retail needs to be much bigger than that.
Enter DICK’S House of Sport.
Trading cards and collectibles are becoming a bigger part of the DICK’S ecosystem too.
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House of Sport takes the traditional DICK’S Sporting Goods model and turns it into an experience.
Depending on the location, stores can include features like:
Rock-climbing walls
Batting cages
Golf simulators
Indoor turf fields
Expanded footwear departments
Premium brand shops
Team merchandise
Community events
Instead of simply walking into a store, grabbing a product, and leaving, DICK’S wants customers to spend time there.
That distinction is becoming increasingly important in an era where almost anything can be purchased online.
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House of Sport isn't a small experiment anymore.
DICK’S has been steadily converting and redeveloping large retail spaces into House of Sport locations across the country. In March 2026, the company said it planned to open 14 additional House of Sport stores during the year.
The stores are significantly larger than a traditional DICK’S and are designed to become destinations within their communities.
The company is also using House of Sport to introduce premium brands and differentiated products. In May, for example, DICK’S announced that Vuori would launch inside 12 House of Sport locations.
This isn't just a remodel.
It's a fundamental rethink of what physical sporting goods retail can look like.
This is where things get particularly interesting for the collectibles hobby.
DICK’S has quietly built a meaningful trading card business.
Its current trading-card assortment includes products across baseball, basketball, football, soccer, hockey, entertainment and other categories, with products from Topps, Panini and Upper Deck.
The retailer has also expanded into Pokémon, card supplies and even PSA-graded singles.
That puts DICK’S in an interesting position.
It already has something most traditional card shops could never replicate:
Massive national retail distribution combined with direct access to sports fans.
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Think about the customer walking into House of Sport.
They're already there because they love sports.
They're buying a jersey.
They're trying a new baseball bat.
They're hitting balls in a golf simulator.
Their kid is looking at basketball shoes.
Adding trading cards, memorabilia and collectibles to that experience makes perfect sense.
DICK’S already sells thousands of products across its broader fan shop, including trading cards, signed memorabilia, helmets, figurines and other sports collectibles.
House of Sport creates an opportunity to make those categories feel like more than another shelf inside a big-box store.
Imagine dedicated card areas, product launches, athlete appearances, trade nights, breaking events or exclusive releases becoming part of the House of Sport experience.
That isn't necessarily where DICK’S has said the concept is going—but the infrastructure is increasingly there.
House of Sport also reflects a larger shift happening across retail.
Physical stores have to give consumers a reason to leave their homes.
You can buy a box of cards online.
You can buy sneakers online.
You can buy a baseball glove online.
What you can't replicate as easily is community.
That's one reason hobby shops and card shows remain so important to collecting. People don't attend simply because cards are available for purchase.
They go to:
Discover something new
Meet other collectors
Trade
Learn
Chase exclusive products
Experience the hobby in person
House of Sport is applying that same philosophy to sporting goods.
DICK’S becoming more serious about cards is worth watching.
Trading cards are increasingly moving beyond traditional hobby shops and into mainstream sports culture.
The same customer buying a Victor Wembanyama jersey might also want his rookie card.
The parent buying their child a baseball glove might grab a Topps box.
The Pokémon collector shopping for cards may discover sports cards.
And someone who has never considered themselves a "collector" could make an impulse purchase that starts an entirely new hobby.
That's how collecting grows.
DICK’S House of Sport represents something bigger than a remodeled sporting goods store.
It's part of a broader movement toward turning retail into an experience.
And as DICK’S continues expanding its trading card and collectibles assortment alongside House of Sport, the overlap between sports retail and collecting becomes increasingly interesting.
For the collectibles industry, getting cards in front of more sports fans is rarely a bad thing.
The next generation of collectors may not discover the hobby inside a traditional card shop.
They might discover it while shopping for a pair of cleats.