Dick's Sporting Goods 2012 Annual Report Download - page 8

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This campaign helped to position the DICK’S brand
as an icon in the sporting goods market, effectively
aligning our message with that of leading equipment
manufacturers and sports organizations. We’re very
pleased with the initial feedback on this campaign
and plan to develop a series of new “Untouchable”
advertisements in 2013.
MOVING TO THE NEXT LEVEL
At DICK’S, we start every season with our focus firmly
fixed on the future, much like the elite athletes we
serve. In the coming year, we plan to continue to make
the investments necessary to strengthen our company,
widen our competitive margin — and draw closer to our
goal of becoming untouchable.
This will include working to expand and improve our
store network, grow our eCommerce business, develop
our private brands and execute our marketing strategy.
We will also continue to recruit smart, aggressive
associates to steer our progress, and we will conduct
the market research necessary to keep our stores
at the front of the pack. In 2012, we accelerated our
research effort by opening two True Runner concept
stores. In 2013, we plan to open additional True Runner
locations and to introduce a Field & Stream store
exclusively focused on hunting, fishing and camping.
These highly specialized concept stores enable
us to connect with dedicated athletes and outdoor
enthusiasts in their own element, giving us valuable
insight into key merchandise categories that we can
apply across our entire network. We also opened an
enhanced Golf Galaxy store in 2012 that delivers an
innovative and highly interactive shopping experience.
We plan to open two more of these locations in 2013,
giving us a renewed position and growth path for our
Golf Galaxy brand.
As we work to capture the opportunities ahead, I’d like
to thank all of our associates, who continue to prove
that focus and drive are the keys to staying at the top of
our game, even in a challenging market environment.
I’d also like to thank our shareholders, vendors and
customers, who continue to support our goals. We look
forward to rewarding your loyalty by working tirelessly
not just to be the best, but to excel beyond the best —
to become untouchable.
Edward W. Stack
Chairman and Chief Executive Officer
OUR VISION
WE BUILD LEADING BRANDS THAT SERVE AND INSPIRE ATHLETES AND OUTDOOR
ENTHUSIASTS AROUND THE WORLD TO ACHIEVE THEIR PERSONAL BEST.
WE CREATE VALUE FOR OUR SHAREHOLDERS THROUGH THE
RELENTLESS IMPROVEMENT OF EVERYTHING WE DO.
WE MAKE A LASTING IMPACT IN OUR COMMUNITIES THROUGH SPORT.
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