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Hibbett Sports and DICK’S Sporting Goods: A Psychographic Analysis

Ezra Carmel
March 4, 2024
Hibbett Sports and DICK’S Sporting Goods: A Psychographic Analysis

Whether it’s an at-home yoga practice, a workout at the gym, or a sports league at the park, the biggest players in the sporting goods space – Hibbett Sports and DICK’s Sporting Goods – have the gear to keep a variety of consumers outfitted. Armed with the latest location intelligence data, we took a closer look at these retailers’ recent offline performance and analyzed some of the psychographic characteristics of visitors to DICK’s and Hibbett’s. 

Visits Stay Close to 2022 Levels 

Last year started off strong for DICK’s Sporting Goods and Hibbett Sports, with visits to both retailers up in Q1 2023 relative to the equivalent quarter in 2022. But ongoing inflation and tighter consumer budgets weighed on visits as the year progressed, and foot traffic to DICK’s and Hibbett dipped slightly year-over-year (YoY) in the second half of the year. Still, in spite of the challenges, both brands succeeded in keeping their visits close to 2022 levels and maintaining minimal visit gaps.

Early 2024 Visits Trending in a Positive Direction 

The strong Q1 2023 combined with unusually cold weather were likely partially to blame for DICK’s and Hibbett’s sluggish early 2024 performance. But by the end of January, YoY visit gaps had narrowed for both brands – a promising sign for the year ahead.

Who is likely to visit these brands in 2024? We looked at the retailers’ trade area composition to find out. 

Big Potential 

Analyzing DICK’s and Hibbett’s trade area using the Proximity dataset revealed that both brands were positioned to drive traffic from two significant fitness-related psychographic segments at the end of 2023. 

In Q4 2023, “Yoga Advocates” as well as fans of “Functional Fitness” were overrepresented in DICK’s and Hibbett’s trade area relative to the nationwide average. And DICK’s and Hibbett are investing heavily in getting these consumers in the door. DICK’s debut of a new functional fabric and ad campaign for its CALIA clothing line and Hibbett’s new joint loyalty program with Nike could provide an extra foot traffic boost from fitness-forward consumers as 2024 progresses. As temperatures thaw and demand rebounds, these consumers are likely to play a part in a foot traffic resurgence for both brands. 

Room to Play in the Sporting Goods Space

But while certain sporty audience segments seem to visit both brands, diving deeper into DICK’s and Hibbett’s trade areas using the Followgraph dataset also revealed differences between the two retailers’ offline consumer base.

For example, the share of “Hunting Enthusiasts” in DICK’s trade area was 8% smaller compared to the nationwide average, while Hibbett’s trade area included 20% more “Hunting Enthusiasts” than the prevalence of the segment nationwide. Meanwhile, the “Triathlon Participants'’ segment was overrepresented in DICK’s potential market – 4.0% above the national average – and underrepresented in Hibbet’s potential market (8.0% below).  These differences suggest that the sporting goods space is big enough to accommodate multiple players at the top, with leading retailers each carving out their own slice of the market. 

So Much Potential

After a relatively rocky end to 2023, foot traffic appears to be on the upswing for both DICK’s and Hibbett early on in 2024. The prevalence of fitness-minded and sporting consumers in the trade areas of both brands could provide a continued foot traffic lift in the weeks and months ahead.

‍For updates and more data-driven foot traffic insights, visit

This blog includes data from Data Version 2.0, which implements improvements to our extrapolation capabilities, adds short visit monitoring, and enhances visit detection.

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