DICK’S Sporting Goods: five years of rising consumer metrics

It’s been a good year for DICK’S. The sporting goods chain beat earnings expectations in 2024 and continues to show that brick-and-mortar retail can still attract customers. Markets are pleased, with the company’s stock price up 800% since 2019 and 60% in the past year. How about customers? Data from BrandIndex, YouGov’s brand tracking tool, shows that, over the past five years, they’ve been impressed too.

DICK’S Value score, a net metric which measures whether the brand represents poor or good value for customers’ money, has more than doubled from 9% at the outset of 2020 to 20% on New Year’s day, 2025.

Similarly, its Quality score, which measures whether the brand represents poor or good quality, climbed nearly ten points from 22 to 32 in the observation period.

DICK’S growing customer base is also more satisfied than they were five years ago, with Satisfaction scores climbing from 18 to 24. This may also lead to a virtuous circle of word-of-mouth recommendations. In 2020, the sporting goods store’s Recommend score was 16 and has since increased 9 points to 25. Recommend is a measure of how many consumers would recommend a brand to a friend net of those who would tell them to avoid it.

These customer satisfaction metrics indicate that DICK’S strategy of doubling down on brick-and-mortar super stores is leaving shoppers happy with their experience.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. DICK’S Sporting Goods’ Value metric score is based on the question: Which of the following brands do you think represents good value/poor value for money? and delivered as a net score between -100 and +100. The Satisfaction metric is based on the question: Of which of the following brands would you say that you are a satisfied/dissatisfied customers of? And delivered as a net score between -100 and +100. The Recommend metric is based on the question: Which of the following brands would you recommend to a friend or colleague? And delivered as a net score between -100 and +100. The Quality metric is based on the question: Which of the following brands s do you think represents good quality/poor quality? And delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 23472 US adults between January 1, 2020 and January 12, 2025. Figures are based on a 4-week moving average. Learn more about BrandIndex.