Dick’s Sporting Goods announced a partnership with Adobe to embed artificial intelligence into its customer‑experience platforms, a move unveiled at the Adobe Summit in Las Vegas on April 21, 2026.
The collaboration will integrate Adobe’s AI tools—including Brand Concierge, GenStudio, and the newly launched CX Enterprise platform with AI agents—into DKS’s House of Sport stores and GameChanger mobile app, enabling personalized interactions across physical and digital channels.
This partnership aligns with DKS’s strategy of combining experiential retail with data‑driven digital services and supports its ongoing acquisition of Foot Locker, positioning the company to capture the growing demand for AI‑enabled retail experiences across its core and Foot Locker businesses.
Emily Silver, Chief Marketing Officer and e‑Commerce and Athlete Experience Officer, said the partnership would “help us meet the promise of personalization at scale through AI, with a data and content foundation that enables our teams to deliver the power of our opinion and expert knowledge and create unique experiences for every athlete.” Vlad Rak, Chief Technology Officer, added that AI “is becoming the pillar of our strategy” for differentiating experiences from stores to online and performance services.
While financial terms were not disclosed, the partnership is expected to strengthen customer loyalty and drive incremental revenue, complementing DKS’s recent strong financial performance: Q1 2025 sales of $3.17 billion with 4.5% comparable sales growth and EPS of $3.37; Q4 2024 sales of $3.89 billion with 6.4% comparable sales growth and EPS of $3.62; and full‑year 2024 comparable sales growth of 5.2% with EPS of $14.05. The deal signals continued focus on growth and margin expansion as DKS expands its AI‑powered customer‑experience capabilities.
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