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Fast Five Shorts | How Long Before Retailers Start To Emulate Dick’s Varsity Team Program? · Omni Talk Retail

• 0:00
  Dick's
• 0:00
  Sporting
• 0:00
  Goods
• 0:01
  is
• 0:01
  expanding
• 0:01
  its
• 0:02
  influencer
• 0:02
  initiative.
• 0:03
  According
• 0:03
  to
• 0:03
  Footwear
• 0:04
  News,
• 0:04
  Dick's
• 0:05
  newly
• 0:05
  reinvented
• 0:06
  Dick's
• 0:07
  Varsity
• 0:08
  Team
• 0:08
  is
• 0:08
  now
• 0:09
  welcoming
• 0:10
  both
• 0:10
  Dick's
• 0:10
  employees
• 0:11
  and
• 0:11
  members
• 0:11
  of
• 0:11
  the
• 0:11
  public
• 0:12
  with
• 0:12
  a
• 0:12
  passion
• 0:13
  for
• 0:13
  sports
• 0:13
  and
• 0:13
  social
• 0:14
  media
• 0:14
  to
• 0:14
  apply.
• 0:15
  If
• 0:15
  chosen,
• 0:16
  the
• 0:16
  Dick's
• 0:16
  Varsity
• 0:17
  Team
• 0:17
  members
• 0:17
  will
• 0:18
  work
• 0:18
  closely
• 0:18
  with
• 0:18
  the
• 0:18
  retailer
• 0:19
  and
• 0:19
  its
• 0:19
  top
• 0:19
  brands
• 0:20
  to
• 0:20
  create
• 0:20
  original
• 0:21
  social
• 0:21
  media
• 0:21
  content
• 0:22
  and
• 0:22
  share
• 0:22
  it
• 0:22
  across
• 0:22
  their
• 0:23
  platforms.
• 0:24
  It
• 0:24
  should
• 0:24
  also
• 0:24
  be
• 0:25
  noted
• 0:25
  that
• 0:25
  since
• 0:25
  launching
• 0:26
  as
• 0:26
  an
• 0:26
  internal
• 0:27
  program
• 0:27
  in
• 0:27
  2023,
• 0:28
  Dick's
• 0:29
  varsity
• 0:29
  team
• 0:29
  members
• 0:30
  have
• 0:30
  created
• 0:30
  over
• 0:30
  1,000
• 0:31
  pieces
• 0:32
  of
• 0:32
  social
• 0:32
  media
• 0:33
  content,
• 0:33
  garnering
• 0:34
  over
• 0:34
  38
• 0:35
  million
• 0:35
  impressions,
• 0:36
  and
• 0:36
  have
• 0:36
  been
• 0:37
  featured
• 0:37
  in
• 0:37
  10
• 0:37
  campaigns
• 0:38
  for
• 0:38
  both
• 0:38
  Dick's
• 0:39
  and
• 0:39
  its
• 0:39
  national
• 0:40
  brands.
• 0:40
  Lisa,
• 0:41
  we're
• 0:41
  going
• 0:41
  to
• 0:41
  go
• 0:41
  to
• 0:41
  you
• 0:42
  here.
• 0:42
  How
• 0:43
  do
• 0:43
  you
• 0:43
  feel
• 0:43
  about
• 0:43
  this?
• 0:44
  I
• 0:44
  think
• 0:44
  you
• 0:44
  alluded
• 0:45
  to
• 0:45
  it
• 0:45
  with,
• 0:45
  with
• 0:46
  LeBron
• 0:46
  sending
• 0:47
  customized
• 0:48
  messages
• 0:48
  here
• 0:49
  to
• 0:49
  people
• 0:50
  via
• 0:50
  email
• 0:50
  and
• 0:51
  social.
• 0:51
  But
• 0:52
  what
• 0:52
  do
• 0:52
  you
• 0:52
  think
• 0:53
  of
• 0:53
  Dick's
• 0:53
  Varsity
• 0:54
  Team
• 0:54
  Influencer
• 0:54
  program
• 0:55
  and
• 0:55
  is
• 0:55
  it
• 0:55
  something
• 0:56
  that
• 0:56
  more
• 0:56
  retailers
• 0:57
  should
• 0:57
  emulate?
• 0:58
  Well,
• 0:59
  first
• 0:59
  I
• 0:59
  have
• 1:00
  to
• 1:00
  say
• 1:00
  if
• 1:00
  I
• 1:00
  should
• 1:00
  be
• 1:00
  true
• 1:01
  to
• 1:01
  my
• 1:01
  passion,
• 1:01
  it
• 1:02
  would
• 1:02
  be
• 1:02
  Stephen
• 1:03
  Curry
• 1:03
  sending
• 1:04
  a
• 1:04
  message
• 1:04
  to
• 1:04
  the
• 1:05
  consumers.
• 1:05
  True.
• 1:06
  Yeah.
• 1:06
  Putting
• 1:06
  that
• 1:06
  out.
• 1:06
  Yes.
• 1:07
  Making
• 1:07
  sure
• 1:07
  I
• 1:07
  make
• 1:08
  my
• 1:08
  stand
• 1:08
  for
• 1:08
  the
• 1:08
  Bay.
• 1:10
  But
• 1:10
  anyhow,
• 1:12
  I
• 1:12
  think
• 1:12
  that
• 1:13
  the.
• 1:13
  I
• 1:14
  actually
• 1:14
  like
• 1:14
  it
• 1:14
  a
• 1:14
  lot.
• 1:15
  I
• 1:15
  mean,
• 1:15
  I
• 1:15
  think
• 1:16
  Dick's
• 1:16
  has
• 1:16
  done
• 1:16
  some
• 1:17
  great
• 1:17
  things
• 1:18
  lately
• 1:18
  to
• 1:18
  really
• 1:19
  engage
• 1:19
  the
• 1:19
  consumer
• 1:20
  and
• 1:20
  really
• 1:20
  put
• 1:21
  their
• 1:21
  stamp
• 1:22
  and
• 1:22
  really
• 1:22
  their
• 1:22
  ability
• 1:23
  to
• 1:23
  grow
• 1:24
  in
• 1:24
  the
• 1:24
  retail
• 1:25
  space.
• 1:25
  I
• 1:26
  think
• 1:26
  consumers
• 1:27
  love
• 1:27
  to
• 1:27
  see.
• 1:27
  See
• 1:28
  themselves
• 1:29
  in
• 1:29
  others
• 1:29
  and
• 1:30
  sometimes
• 1:30
  when
• 1:30
  it
• 1:30
  is
• 1:31
  the
• 1:31
  professional
• 1:32
  athlete,
• 1:32
  it
• 1:32
  may
• 1:33
  not
• 1:33
  be
• 1:33
  as
• 1:34
  convincible,
• 1:35
  but
• 1:35
  if
• 1:35
  you
• 1:36
  see
• 1:36
  yourself,
• 1:38
  you
• 1:38
  know,
• 1:38
  you
• 1:38
  can,
• 1:39
  you
• 1:39
  can
• 1:39
  be
• 1:39
  convinced
• 1:39
  like,
• 1:40
  oh,
• 1:40
  I
• 1:40
  could
• 1:40
  look
• 1:40
  like
• 1:41
  them.
• 1:41
  I
• 1:41
  may
• 1:41
  not
• 1:42
  look
• 1:42
  like,
• 1:42
  you
• 1:43
  know,
• 1:43
  Serena
• 1:43
  Williams
• 1:44
  on
• 1:44
  the
• 1:44
  tennis
• 1:44
  court,
• 1:45
  but
• 1:45
  I
• 1:45
  may
• 1:45
  look
• 1:46
  like
• 1:46
  somebody
• 1:46
  else
• 1:46
  who's
• 1:47
  playing
• 1:47
  pickleball
• 1:47
  that
• 1:48
  I
• 1:48
  can
• 1:48
  relate
• 1:48
  to.
• 1:49
  Right.
• 1:49
  So
• 1:50
  I
• 1:50
  actually
• 1:50
  think
• 1:51
  that
• 1:51
  others
• 1:51
  should
• 1:52
  emulate
• 1:52
  it.
• 1:52
  I
• 1:53
  think
• 1:53
  they're
• 1:53
  doing
• 1:53
  a
• 1:53
  great
• 1:54
  job
• 1:54
  in
• 1:55
  the,
• 1:55
  in
• 1:55
  the
• 1:56
  influencer
• 1:57
  space
• 1:57
  and
• 1:58
  really
• 1:58
  the
• 1:58
  social
• 1:58
  media
• 1:59
  space
• 1:59
  and
• 1:59
  how
• 2:00
  they're
• 2:00
  getting
• 2:00
  after
• 2:00
  it.
• 2:02
  So,
• 2:02
  you
• 2:02
  know,
• 2:02
  my
• 2:03
  quick
• 2:03
  answer
• 2:03
  is
• 2:04
  yes,
• 2:04
  love
• 2:05
  it.
• 2:05
  Yes,
• 2:05
  I
• 2:05
  think
• 2:06
  more
• 2:06
  could
• 2:06
  do
• 2:06
  it.
• 2:06
  And
• 2:07
  I
• 2:07
  think
• 2:08
  the
• 2:08
  combination
• 2:09
  of
• 2:10
  real
• 2:11
  athletes
• 2:11
  and
• 2:11
  real
• 2:12
  people
• 2:12
  and
• 2:13
  spreading
• 2:13
  it
• 2:13
  across
• 2:14
  also
• 2:15
  their
• 2:15
  employee
• 2:16
  base,
• 2:17
  those
• 2:17
  are
• 2:17
  your
• 2:17
  best
• 2:18
  consumers.
• 2:19
  And
• 2:19
  lastly,
• 2:20
  what
• 2:20
  I
• 2:20
  would
• 2:20
  say
• 2:20
  as
• 2:21
  a
• 2:21
  past
• 2:22
  chief
• 2:23
  Product
• 2:23
  Officer,
• 2:24
  this
• 2:24
  is
• 2:24
  a
• 2:24
  great
• 2:25
  start
• 2:25
  space
• 2:25
  to
• 2:26
  get
• 2:26
  consumer
• 2:27
  insights
• 2:28
  and
• 2:28
  product
• 2:28
  insights
• 2:29
  that
• 2:30
  may
• 2:30
  help
• 2:30
  drive
• 2:31
  needs,
• 2:31
  desires
• 2:32
  or
• 2:32
  creations
• 2:33
  of
• 2:33
  product
• 2:34
  that
• 2:34
  they
• 2:35
  can
• 2:35
  fuel
• 2:35
  in
• 2:35
  their
• 2:36
  private
• 2:36
  labels
• 2:36
  or
• 2:37
  with
• 2:37
  their
• 2:37
  brand
• 2:38
  partners.
• 2:38
  Lisa,
• 2:39
  is
• 2:39
  there
• 2:39
  anybody
• 2:40
  that
• 2:40
  you
• 2:40
  would
• 2:40
  suggest
• 2:41
  that
• 2:41
  doesn't
• 2:42
  do
• 2:42
  it?
• 2:42
  Like,
• 2:42
  are
• 2:43
  there
• 2:43
  Specific
• 2:43
  retailers
• 2:44
  or
• 2:44
  brands
• 2:45
  that
• 2:45
  you're
• 2:45
  like,
• 2:45
  this
• 2:46
  makes
• 2:46
  sense
• 2:46
  for
• 2:47
  a
• 2:47
  Dick
• 2:47
  sporting
• 2:47
  goods
• 2:48
  because
• 2:48
  of
• 2:49
  the
• 2:49
  like,
• 2:49
  you
• 2:50
  know,
• 2:50
  the
• 2:50
  involvement,
• 2:51
  the
• 2:51
  community
• 2:52
  sense
• 2:52
  that
• 2:52
  Dicks
• 2:53
  has
• 2:53
  versus
• 2:54
  like
• 2:54
  a
• 2:54
  beauty
• 2:55
  retailer
• 2:55
  or
• 2:56
  somebody
• 2:56
  else.
• 2:58
  Off
• 2:58
  the
• 2:58
  top
• 2:58
  of
• 2:59
  my
• 2:59
  head,
• 2:59
  and
• 2:59
  using
• 3:00
  the
• 3:00
  examples,
• 3:00
  like
• 3:00
  when
• 3:01
  we
• 3:01
  talked
• 3:01
  about
• 3:01
  gross
• 3:02
  rear
• 3:02
  beauty
• 3:02
  and
• 3:02
  said
• 3:03
  it
• 3:03
  doesn't
• 3:03
  work
• 3:03
  there
• 3:04
  in
• 3:04
  our
• 3:04
  last
• 3:04
  example,
• 3:05
  I
• 3:06
  actually
• 3:06
  think
• 3:06
  it
• 3:06
  could
• 3:07
  work
• 3:07
  from
• 3:07
  an
• 3:07
  influence
• 3:08
  perspective
• 3:09
  across
• 3:09
  any
• 3:09
  category
• 3:10
  because
• 3:11
  you
• 3:11
  want
• 3:11
  to
• 3:11
  see
• 3:11
  it
• 3:12
  put
• 3:12
  into
• 3:12
  real
• 3:12
  life.
• 3:13
  Like
• 3:13
  if
• 3:13
  you
• 3:13
  were
• 3:13
  go
• 3:13
  to
• 3:14
  go
• 3:14
  to
• 3:14
  the
• 3:14
  food
• 3:14
  space.
• 3:15
  I
• 3:15
  mean,
• 3:15
  who
• 3:15
  doesn't
• 3:16
  love,
• 3:17
  you
• 3:17
  know,
• 3:18
  on
• 3:18
  social
• 3:18
  media
• 3:19
  the
• 3:20
  recipes
• 3:21
  that
• 3:21
  pop
• 3:21
  up,
• 3:22
  right.
• 3:22
  And
• 3:22
  they
• 3:22
  might
• 3:23
  be
• 3:23
  sponsored
• 3:23
  by
• 3:24
  a
• 3:24
  grocer
• 3:24
  or
• 3:25
  something
• 3:25
  where
• 3:26
  go
• 3:26
  pick
• 3:26
  up
• 3:26
  the
• 3:27
  following
• 3:27
  items
• 3:27
  here
• 3:28
  and
• 3:28
  in.
• 3:28
  In
• 3:28
  30
• 3:29
  minutes,
• 3:29
  have
• 3:29
  a
• 3:29
  great
• 3:30
  meal,
• 3:30
  you
• 3:31
  know,
• 3:31
  whatever.
• 3:31
  I
• 3:31
  think
• 3:32
  it
• 3:32
  could
• 3:32
  work
• 3:32
  across
• 3:33
  many,
• 3:34
  many
• 3:34
  categories.
• 3:35
  That's
• 3:36
  great.
• 3:36
  Chris
• 3:37
  is
• 3:37
  enthusiastically
• 3:38
  two
• 3:38
  thumbsing
• 3:39
  up
• 3:39
  here
• 3:39
  over
• 3:40
  on
• 3:40
  the
• 3:40
  side.
• 3:40
  So
• 3:40
  Chris,
• 3:41
  before
• 3:41
  you
• 3:41
  explode,
• 3:42
  let
• 3:42
  me
• 3:42
  go
• 3:42
  to
• 3:42
  you
• 3:43
  here
• 3:43
  and
• 3:43
  get
• 3:44
  your
• 3:44
  point
• 3:44
  of
• 3:44
  view
• 3:45
  on
• 3:45
  this.
• 3:45
  Yeah,
• 3:45
  I'm
• 3:46
  jumping
• 3:46
  at
• 3:46
  this
• 3:46
  one.
• 3:46
  I'm
• 3:47
  with
• 3:47
  Lisa
• 3:47
  again,
• 3:47
  man.
• 3:48
  Lisa,
• 3:48
  I'm
• 3:48
  on,
• 3:48
  I'm
• 3:49
  on
• 3:49
  your
• 3:49
  wavelength
• 3:49
  today.
• 3:50
  Like,
• 3:50
  the
• 3:50
  point
• 3:51
  I
• 3:51
  would
• 3:51
  say,
• 3:51
  which
• 3:51
  is
• 3:51
  why
• 3:52
  I
• 3:52
  think
• 3:52
  it's
• 3:52
  applicable
• 3:52
  to
• 3:52
  almost
• 3:53
  every
• 3:53
  retailer
• 3:53
  too,
• 3:53
  is
• 3:54
  I
• 3:54
  think
• 3:54
  the
• 3:55
  point
• 3:55
  about
• 3:55
  the
• 3:55
  employees
• 3:56
  being
• 3:56
  a
• 3:56
  part
• 3:56
  of
• 3:56
  the
• 3:57
  program
• 3:57
  is
• 3:57
  really
• 3:58
  interesting
• 3:58
  to
• 3:58
  me.
• 3:59
  And
• 3:59
  I
• 4:00
  like
• 4:00
  that
• 4:00
  angle
• 4:00
  for
• 4:00
  two
• 4:00
  reasons.
• 4:01
  One,
• 4:01
  it's
• 4:02
  inspiring
• 4:02
  to
• 4:02
  the
• 4:02
  team
• 4:02
  members
• 4:03
  that
• 4:03
  want
• 4:03
  to
• 4:03
  take
• 4:03
  part
• 4:03
  in
• 4:03
  it,
• 4:04
  so
• 4:04
  that's
• 4:04
  a
• 4:04
  good
• 4:05
  win
• 4:05
  from
• 4:05
  an
• 4:05
  HQ
• 4:06
  perspective.
• 4:06
  And
• 4:07
  two,
• 4:07
  it
• 4:07
  gives
• 4:07
  them
• 4:07
  financial
• 4:08
  incentive
• 4:08
  because
• 4:08
  they
• 4:09
  can
• 4:09
  get
• 4:09
  the
• 4:09
  affiliate
• 4:10
  revenue
• 4:10
  from
• 4:10
  whatever
• 4:11
  they're
• 4:11
  helping
• 4:11
  to
• 4:11
  sell.
• 4:12
  And
• 4:12
  so.
• 4:13
  And
• 4:13
  actually,
• 4:14
  believe
• 4:14
  it
• 4:14
  or
• 4:14
  not,
• 4:14
  back
• 4:15
  in
• 4:15
  2013,
• 4:16
  when
• 4:16
  I
• 4:16
  was
• 4:16
  leading
• 4:17
  home
• 4:17
  furnishings
• 4:17
  for
• 4:17
  Target,
• 4:18
  I
• 4:18
  actually
• 4:18
  wanted
• 4:18
  to
• 4:19
  do
• 4:19
  this,
• 4:19
  but
• 4:20
  it
• 4:20
  was
• 4:20
  really
• 4:20
  hard
• 4:20
  to
• 4:20
  get
• 4:20
  off
• 4:21
  the
• 4:21
  ground
• 4:21
  because
• 4:21
  if
• 4:21
  you
• 4:21
  think
• 4:21
  about
• 4:22
  it
• 4:22
  like
• 4:22
  merchants,
• 4:23
  there's
• 4:24
  a
• 4:24
  lot
• 4:24
  of
• 4:24
  things
• 4:24
  they
• 4:24
  know
• 4:25
  that
• 4:25
  the
• 4:25
  audience
• 4:25
  probably
• 4:26
  wants
• 4:26
  to
• 4:26
  hear
• 4:26
  from
• 4:26
  them,
• 4:26
  like,
• 4:27
  say,
• 4:27
  in
• 4:27
  the
• 4:27
  grocery
• 4:27
  space,
• 4:28
  like,
• 4:28
  why
• 4:28
  did
• 4:28
  I
• 4:28
  choose
• 4:29
  these
• 4:29
  products
• 4:29
  for
• 4:30
  the
• 4:30
  shelf?
• 4:30
  What
• 4:30
  is
• 4:30
  it
• 4:31
  unique?
• 4:31
  What's
• 4:31
  unique
• 4:32
  about
• 4:32
  them
• 4:32
  that
• 4:32
  made
• 4:33
  me
• 4:33
  put
• 4:33
  them
• 4:33
  in
• 4:33
  my
• 4:34
  assortment?
• 4:34
  So.
• 4:35
  So
• 4:35
  personalize
• 4:36
  the
• 4:36
  merchant.
• 4:37
  And
• 4:37
  that's
• 4:37
  essentially
• 4:38
  what
• 4:38
  Dick's
• 4:38
  is
• 4:38
  doing
• 4:38
  here
• 4:39
  that
• 4:39
  I
• 4:39
  think
• 4:39
  any
• 4:39
  retailer
• 4:40
  can
• 4:40
  try
• 4:40
  to
• 4:40
  do
• 4:40
  as
• 4:41
  well.
• 4:41
  Like,
• 4:41
  why
• 4:41
  did
• 4:41
  I
• 4:42
  pick
• 4:42
  that
• 4:42
  towel?
• 4:42
  Why
• 4:43
  did
• 4:43
  I
• 4:43
  pick
• 4:43
  this
• 4:44
  bedding
• 4:44
  pattern,
• 4:45
  you
• 4:45
  know,
• 4:45
  whatever
• 4:45
  it
• 4:45
  is.
• 4:46
  And
• 4:46
  it
• 4:47
  can
• 4:47
  be,
• 4:47
  you
• 4:47
  know,
• 4:47
  promoted
• 4:48
  on
• 4:48
  TikTok,
• 4:48
  Twitter.
• 4:49
  Everyone
• 4:49
  can
• 4:49
  have
• 4:49
  their
• 4:50
  own
• 4:50
  handles.
• 4:50
  The
• 4:51
  problem
• 4:51
  though
• 4:51
  is
• 4:51
  that
• 4:52
  retailers
• 4:52
  are
• 4:52
  scared
• 4:53
  to
• 4:53
  try
• 4:53
  things
• 4:53
  like
• 4:54
  this.
• 4:54
  So,
• 4:54
  David,
• 4:54
  when
• 4:54
  you
• 4:54
  kind
• 4:55
  of
• 4:55
  made
• 4:55
  fun
• 4:55
  of
• 4:55
  us
• 4:55
  before
• 4:56
  about
• 4:56
  just
• 4:56
  get
• 4:57
  over
• 4:57
  it
• 4:57
  and
• 4:57
  jump
• 4:57
  into
• 4:58
  it.
• 4:58
  This
• 4:58
  is
• 4:59
  something
• 4:59
  that's
• 4:59
  easy
• 4:59
  to
• 4:59
  jump
• 5:00
  into,
• 5:00
  but
• 5:01
  the
• 5:01
  retailers
• 5:01
  have
• 5:02
  to
• 5:02
  do
• 5:02
  it.
• 5:02
  And
• 5:02
  as
• 5:03
  I'm
• 5:03
  sitting
• 5:03
  here,
• 5:03
  I'm
• 5:03
  like,
• 5:03
  I
• 5:04
  can't
• 5:04
  believe
• 5:04
  that
• 5:04
  it's
• 5:04
  taking
• 5:05
  10
• 5:05
  years
• 5:05
  just
• 5:05
  to
• 5:06
  get
• 5:06
  to
• 5:06
  this
• 5:06
  point
• 5:07
  when
• 5:07
  this
• 5:07
  idea
• 5:08
  has
• 5:08
  been
• 5:08
  percolating
• 5:09
  for
• 5:09
  a
• 5:09
  long
• 5:09
  time.
• 5:10
  Yeah,
• 5:11
  yeah.
• 5:11
  I
• 5:12
  mean,
• 5:12
  I
• 5:12
  think,
• 5:12
  Chris,
• 5:12
  the
• 5:13
  other
• 5:13
  part
• 5:13
  of
• 5:13
  this
• 5:13
  that,
• 5:14
  you
• 5:14
  know,
• 5:14
  Lisa
• 5:14
  touched
• 5:15
  on
• 5:15
  too
• 5:15
  earlier
• 5:16
  is
• 5:16
  like,
• 5:16
  this
• 5:17
  is
• 5:17
  how
• 5:17
  product
• 5:17
  discovery
• 5:18
  is
• 5:18
  happening
• 5:19
  too.
• 5:19
  Like
• 5:19
  people
• 5:19
  are
• 5:19
  starting
• 5:20
  on
• 5:20
  their,
• 5:21
  in
• 5:21
  their
• 5:21
  social
• 5:22
  platforms,
• 5:23
  they're
• 5:23
  starting
• 5:23
  with
• 5:23
  search
• 5:24
  based
• 5:24
  queries
• 5:25
  on
• 5:25
  a
• 5:25
  new
• 5:25
  product
• 5:26
  that
• 5:26
  they're
• 5:26
  looking
• 5:26
  at
• 5:27
  like
• 5:27
  these,
• 5:28
  these,
• 5:28
  this
• 5:29
  content
• 5:30
  that's
• 5:30
  out
• 5:30
  there
• 5:31
  really
• 5:31
  helps,
• 5:32
  I
• 5:32
  think
• 5:32
  the
• 5:32
  consumer
• 5:33
  get
• 5:34
  a
• 5:34
  sense
• 5:34
  of
• 5:34
  like,
• 5:35
  I
• 5:35
  can
• 5:35
  go
• 5:35
  in
• 5:35
  and
• 5:36
  talk
• 5:36
  to
• 5:36
  this
• 5:36
  person.
• 5:36
  If
• 5:37
  I
• 5:37
  want
• 5:37
  to
• 5:37
  continue
• 5:37
  the
• 5:38
  conversation
• 5:38
  at
• 5:38
  my
• 5:38
  local
• 5:39
  Dick
• 5:39
  Sporting
• 5:39
  Goods,
• 5:40
  I
• 5:40
  don't
• 5:40
  have
• 5:40
  to
• 5:40
  just
• 5:41
  see
• 5:41
  the
• 5:41
  content
• 5:42
  here,
• 5:42
  but
• 5:42
  that
• 5:42
  person
• 5:43
  might
• 5:43
  be
• 5:43
  working
• 5:43
  when
• 5:43
  I
• 5:44
  go
• 5:44
  to,
• 5:44
  you
• 5:44
  know,
• 5:45
  select
• 5:45
  my
• 5:45
  bike
• 5:45
  or
• 5:46
  pick
• 5:46
  out
• 5:46
  my
• 5:46
  shoes.
• 5:47
  So
• 5:47
  I
• 5:47
  think
• 5:47
  that
• 5:47
  that's
• 5:48
  another
• 5:48
  thing
• 5:48
  here
• 5:49
  that,
• 5:49
  you
• 5:49
  know,
• 5:49
  Nordstrom's
• 5:50
  this
• 5:50
  for
• 5:50
  a
• 5:50
  long
• 5:51
  time,
• 5:51
  but
• 5:51
  is
• 5:51
  really
• 5:51
  unique
• 5:52
  to
• 5:52
  Dick's
• 5:52
  in
• 5:53
  this
• 5:53
  sense
• 5:53
  where
• 5:53
  they
• 5:54
  are
• 5:54
  really
• 5:54
  invested
• 5:55
  in
• 5:55
  the
• 5:55
  community.
• 5:56
  They're
• 5:56
  doing
• 5:56
  events
• 5:57
  in
• 5:57
  the
• 5:57
  community.
• 5:57
  And
• 5:57
  so
• 5:57
  I
• 5:57
  think
• 5:58
  that
• 5:58
  there's
• 5:58
  really
• 5:58
  this
• 5:59
  connection
• 5:59
  that
• 5:59
  can
• 5:59
  happen
• 6:00
  too
• 6:00
  that
• 6:00
  can
• 6:00
  help
• 6:01
  influence
• 6:01
  purchases
• 6:02
  and
• 6:02
  allow
• 6:02
  employees
• 6:03
  to
• 6:03
  get
• 6:03
  recognized
• 6:04
  for
• 6:04
  the
• 6:04
  work
• 6:04
  they're
• 6:04
  doing
• 6:05
  online
• 6:05
  and
• 6:06
  offline
• 6:06
  versus
• 6:07
  just
• 6:07
  what
• 6:07
  they're
• 6:07
  selling
• 6:08
  in
• 6:08
  the
• 6:08
  store
• 6:08
  when
• 6:09
  people
• 6:09
  come
• 6:09
  in.
• 6:10
  Yep.
• 6:11
  The
• 6:11
  other
• 6:11
  point
• 6:11
  I'd
• 6:12
  make
• 6:12
  too
• 6:12
  and
• 6:12
  is
• 6:12
  I
• 6:12
  think
• 6:12
  it
• 6:13
  gives,
• 6:13
  it
• 6:13
  gives,
• 6:13
  it
• 6:13
  gives,
• 6:14
  gives
• 6:14
  power
• 6:15
  back
• 6:15
  to
• 6:15
  the
• 6:15
  merchant
• 6:16
  as
• 6:16
  like
• 6:16
  the
• 6:16
  art
• 6:17
  of
• 6:17
  retail.
• 6:17
  Right.
• 6:18
  Like
• 6:18
  they
• 6:18
  can
• 6:18
  promote
• 6:19
  themselves
• 6:19
  as
• 6:19
  the
• 6:20
  artist
• 6:20
  of
• 6:20
  why
• 6:20
  the
• 6:21
  products
• 6:21
  are
• 6:21
  on
• 6:21
  the
• 6:22
  shelves.
• 6:22
  Right.
• 6:22
  Especially
• 6:23
  in
• 6:23
  this
• 6:23
  day
• 6:23
  of
• 6:24
  AI
• 6:24
  and
• 6:24
  like
• 6:25
  the
• 6:25
  story
• 6:25
  we
• 6:25
  led
• 6:25
  with
• 6:26
  Amazon,
• 6:26
  Amazon
• 6:26
  just
• 6:27
  using
• 6:27
  algorithms
• 6:27
  to
• 6:27
  put
• 6:28
  products
• 6:28
  in
• 6:28
  their
• 6:28
  store.
• 6:29
  But
• 6:29
  this
• 6:29
  gives
• 6:30
  the
• 6:30
  avenue
• 6:30
  for
• 6:30
  the
• 6:30
  buyer
• 6:31
  to
• 6:31
  reassert
• 6:32
  their
• 6:32
  authority
• 6:33
  as
• 6:33
  the
• 6:33
  retail
• 6:34
  minds
• 6:34
  that
• 6:34
  drive
• 6:35
  the
• 6:35
  industry.
• 6:35
  Which
• 6:35
  I
• 6:36
  think
• 6:36
  is
• 6:36
  really
• 6:36
  cool.
• 6:37
  Yeah,
• 6:37
  absolutely.
• 6:38
  David
• 6:39
  Brown,
• 6:39
  close
• 6:39
  us
• 6:39
  out
• 6:40
  with
• 6:40
  your
• 6:40
  thoughts.
• 6:42
  I
• 6:42
  thought
• 6:42
  I
• 6:43
  was
• 6:43
  going
• 6:43
  to
• 6:43
  be
• 6:43
  aligned
• 6:43
  with
• 6:43
  everybody
• 6:44
  and
• 6:44
  this
• 6:44
  one
• 6:44
  is
• 6:44
  a
• 6:45
  no.
• 6:45
  But
• 6:46
  you
• 6:46
  guys
• 6:46
  are.
• 6:48
  I
• 6:48
  guess
• 6:48
  I'm
• 6:48
  on,
• 6:49
  just
• 6:49
  on
• 6:49
  a
• 6:49
  completely
• 6:49
  different
• 6:50
  wavelength
• 6:50
  today.
• 6:50
  Oh
• 6:51
  my
• 6:51
  God.
• 6:51
  Why?
• 6:52
  Well,
• 6:53
  I
• 6:53
  mean
• 6:53
  like,
• 6:54
  hey,
• 6:55
  you
• 6:55
  said
• 6:55
  what,
• 6:56
  they
• 6:56
  had
• 6:56
  a
• 6:56
  thousand
• 6:57
  content
• 6:57
  creations
• 6:58
  in
• 6:58
  two
• 6:58
  years.
• 6:59
  Like,
• 6:59
  you
• 6:59
  know,
• 6:59
  to
• 7:00
  me
• 7:00
  that's
• 7:00
  like
• 7:00
  almost
• 7:01
  like,
• 7:02
  like,
• 7:02
  who
• 7:02
  cares,
• 7:03
  right?
• 7:03
  Yeah,
• 7:04
  yeah,
• 7:04
  that
• 7:04
  did
• 7:04
  seem
• 7:04
  pretty
• 7:04
  low.
• 7:05
  Yeah,
• 7:05
  that's,
• 7:06
  it's
• 7:07
  shockingly
• 7:07
  low.
• 7:08
  And
• 7:08
  I
• 7:09
  wonder
• 7:09
  if
• 7:09
  that
• 7:09
  is.
• 7:10
  Maybe
• 7:10
  I'm
• 7:11
  just
• 7:11
  the
• 7:11
  wrong
• 7:11
  demographic.
• 7:12
  But
• 7:12
  I
• 7:12
  wonder
• 7:12
  if
• 7:12
  maybe
• 7:12
  that's
• 7:13
  just.
• 7:14
  Do
• 7:14
  you
• 7:14
  want
• 7:14
  to
• 7:14
  be
• 7:14
  associated
• 7:15
  with
• 7:15
  Dicks
• 7:15
  or
• 7:16
  do
• 7:16
  you
• 7:16
  want
• 7:16
  to
• 7:16
  be
• 7:16
  associated
• 7:17
  as
• 7:17
  an
• 7:17
  influencer
• 7:18
  with
• 7:18
  an
• 7:18
  actual
• 7:19
  brand?
• 7:19
  Right.
• 7:20
  And
• 7:21
  you
• 7:21
  know,
• 7:21
  whether
• 7:22
  it's
• 7:22
  Adidas
• 7:23
  or
• 7:23
  Night
• 7:23
  or
• 7:23
  anything,
• 7:24
  Nike
• 7:24
  or
• 7:24
  whoever
• 7:25
  like
• 7:25
  that.
• 7:25
  I,
• 7:26
  I
• 7:26
  asked
• 7:26
  my
• 7:26
  11
• 7:26
  year
• 7:27
  old
• 7:27
  daughter
• 7:27
  who,
• 7:27
  you
• 7:28
  know,
• 7:28
  creates
• 7:28
  videos
• 7:29
  for,
• 7:29
  you
• 7:29
  know,
• 7:29
  for
• 7:30
  YouTube
• 7:30
  and,
• 7:31
  and
• 7:31
  her
• 7:32
  various
• 7:32
  other
• 7:32
  socials
• 7:33
  all
• 7:33
  based
• 7:33
  around
• 7:34
  her
• 7:34
  scheme,
• 7:35
  which
• 7:35
  is
• 7:35
  kind
• 7:35
  of
• 7:36
  her
• 7:36
  passion.
• 7:37
  And
• 7:37
  yeah,
• 7:37
  she
• 7:37
  looked
• 7:38
  at
• 7:38
  me
• 7:38
  and
• 7:38
  she's
• 7:38
  like,
• 7:39
  why
• 7:39
  would
• 7:39
  I
• 7:39
  do
• 7:39
  that
• 7:39
  for
• 7:39
  Dex?
• 7:40
  What
• 7:40
  about
• 7:40
  Shields?
• 7:41
  And
• 7:42
  so,
• 7:42
  you
• 7:43
  know,
• 7:43
  kind
• 7:43
  of
• 7:43
  back
• 7:43
  to
• 7:44
  the
• 7:44
  last
• 7:44
  one.
• 7:44
  But
• 7:45
  I,
• 7:46
  you
• 7:46
  know,
• 7:47
  does
• 7:48
  it
• 7:48
  make
• 7:48
  sense
• 7:48
  to
• 7:48
  do
• 7:48
  this?
• 7:49
  Absolutely.
• 7:50
  I'm,
• 7:50
  I'm
• 7:50
  supportive
• 7:51
  of
• 7:51
  that.
• 7:51
  I
• 7:52
  just,
• 7:52
  I,
• 7:52
  I
• 7:52
  question
• 7:53
  the,
• 7:53
  the
• 7:54
  Dicks
• 7:54
  thing,
• 7:54
  but
• 7:54
  maybe
• 7:55
  I
• 7:55
  just
• 7:55
  don't
• 7:55
  know
• 7:55
  them
• 7:55
  well
• 7:56
  enough.
• 7:56
  You
• 7:56
  know,
• 7:56
  if,
• 7:56
  if,
• 7:57
  if
• 7:57
  this
• 7:57
  was
• 7:58
  a
• 7:58
  headline
• 7:58
  for
• 7:59
  REI
• 8:00
  or,
• 8:02
  or
• 8:03
  something
• 8:03
  like
• 8:03
  that,
• 8:04
  I
• 8:04
  would
• 8:04
  have
• 8:04
  been,
• 8:05
  you
• 8:05
  know,
• 8:05
  all
• 8:05
  in.
• 8:06
  I,
• 8:07
  I
• 8:07
  just
• 8:07
  don't
• 8:08
  see
• 8:08
  people
• 8:08
  getting
• 8:08
  excited
• 8:09
  to
• 8:09
  be
• 8:09
  an
• 8:09
  intermediary
• 8:10
  for.
• 8:10
  Intermediary
• 8:11
  for
• 8:11
  Dicks.
• 8:12
  I
• 8:12
  mean,
• 8:12
  I
• 8:12
  think
• 8:13
  that
• 8:13
  maybe
• 8:14
  David,
• 8:14
  just
• 8:15
  to
• 8:15
  kind
• 8:15
  of
• 8:15
  play
• 8:15
  a
• 8:16
  little
• 8:16
  devil's
• 8:16
  advocate
• 8:16
  to
• 8:17
  use
• 8:17
  is
• 8:17
  like,
• 8:17
  I
• 8:17
  think
• 8:18
  Dick's
• 8:18
  has
• 8:19
  had
• 8:19
  such
• 8:19
  an
• 8:19
  unbelievable
• 8:21
  growth
• 8:21
  trajectory
• 8:22
  over
• 8:22
  the
• 8:22
  last,
• 8:23
  I'd
• 8:23
  say
• 8:23
  five,
• 8:24
  six
• 8:24
  years.
• 8:25
  It
• 8:25
  is
• 8:25
  a
• 8:26
  very
• 8:26
  kind
• 8:26
  of,
• 8:27
  I'll
• 8:27
  call
• 8:27
  it
• 8:27
  east
• 8:27
  coast,
• 8:28
  middle
• 8:28
  of
• 8:28
  the
• 8:29
  country
• 8:29
  centric
• 8:30
  retailer.
• 8:31
  And
• 8:31
  I
• 8:31
  kind
• 8:32
  of
• 8:32
  get
• 8:32
  what
• 8:32
  you're
• 8:32
  saying,
• 8:33
  but
• 8:33
  if
• 8:33
  you
• 8:34
  think
• 8:34
  about
• 8:34
  it,
• 8:34
  they're
• 8:34
  like
• 8:35
  a
• 8:35
  house
• 8:35
  of
• 8:35
  brands.
• 8:35
  Yes,
• 8:36
  they
• 8:36
  have
• 8:36
  private
• 8:37
  label,
• 8:37
  but
• 8:37
  really
• 8:38
  their
• 8:38
  brands
• 8:38
  are
• 8:39
  super
• 8:39
  front
• 8:39
  and
• 8:40
  center.
• 8:41
  So,
• 8:41
  you
• 8:42
  know,
• 8:42
  I
• 8:42
  think
• 8:42
  based
• 8:42
  on
• 8:43
  their
• 8:43
  consumer
• 8:44
  base,
• 8:44
  they're
• 8:45
  going
• 8:45
  to
• 8:45
  introduce
• 8:46
  branded
• 8:46
  products
• 8:47
  to
• 8:47
  them.
• 8:49
  So
• 8:49
  I
• 8:49
  just
• 8:49
  think
• 8:49
  that
• 8:50
  they've
• 8:50
  done
• 8:50
  a
• 8:51
  lot
• 8:52
  of
• 8:52
  really
• 8:52
  positive
• 8:53
  things
• 8:53
  and
• 8:53
  have
• 8:54
  great
• 8:54
  momentum
• 8:54
  over
• 8:55
  the
• 8:55
  last,
• 8:55
  like
• 8:56
  I
• 8:56
  said,
• 8:56
  five
• 8:56
  or
• 8:56
  six
• 8:57
  years.
• 8:57
  But
• 8:58
  again,
• 8:58
  they're
• 8:58
  not,
• 8:59
  they're
• 8:59
  not
• 8:59
  West
• 8:59
  Coast.
• 9:00
  Like
• 9:00
  when
• 9:00
  I
• 9:00
  lived
• 9:01
  on
• 9:01
  the
• 9:01
  west
• 9:01
  coast,
• 9:01
  they
• 9:02
  didn't
• 9:02
  make
• 9:02
  a
• 9:02
  lot
• 9:02
  of
• 9:02
  sense
• 9:02
  to
• 9:03
  me,
• 9:03
  but
• 9:03
  I
• 9:03
  grew
• 9:03
  up
• 9:04
  with
• 9:04
  them.
• 9:04
  So
• 9:05
  I
• 9:05
  hear
• 9:05
  what
• 9:05
  your
• 9:06
  point
• 9:06
  is.
• 9:08
  Yeah.
• 9:08
  The
• 9:08
  other
• 9:08
  thing
• 9:08
  I'd
• 9:09
  say
• 9:09
  too,
• 9:09
  and
• 9:09
  then
• 9:10
  we
• 9:10
  can
• 9:10
  move
• 9:10
  on,
• 9:10
  is,
• 9:11
  you
• 9:11
  know,
• 9:11
  I
• 9:11
  think,
• 9:11
  I
• 9:12
  think
• 9:12
  everyone
• 9:12
  has
• 9:12
  an
• 9:13
  influencer
• 9:13
  program,
• 9:13
  right?
• 9:14
  Like
• 9:14
  every
• 9:14
  retailer
• 9:14
  now
• 9:15
  has
• 9:15
  an
• 9:15
  influencer
• 9:15
  program.
• 9:16
  That's
• 9:16
  not,
• 9:16
  that's
• 9:16
  also
• 9:16
  not
• 9:17
  what's
• 9:17
  special
• 9:17
  here.
• 9:17
  The
• 9:18
  specialty
• 9:18
  to
• 9:18
  me,
• 9:19
  the
• 9:19
  special
• 9:19
  sauce,
• 9:19
  again,
• 9:19
  is
• 9:20
  going
• 9:20
  back
• 9:20
  to
• 9:20
  the
• 9:20
  employee
• 9:21
  activation
• 9:22
  because
• 9:22
  there's
• 9:23
  a
• 9:23
  lot
• 9:23
  of
• 9:23
  pride
• 9:23
  in
• 9:24
  employees
• 9:24
  that
• 9:24
  would
• 9:25
  gladly
• 9:26
  share
• 9:26
  things
• 9:26
  on
• 9:27
  behalf
• 9:27
  of
• 9:27
  Dick's
• 9:28
  or
• 9:28
  gladly
• 9:28
  share
• 9:28
  things
• 9:28
  on
• 9:29
  behalf
• 9:29
  of
• 9:29
  Patagonia
• 9:29
  or
• 9:30
  REI
• 9:30
  too.
• 9:31
  So,
• 9:31
  yeah,
• 9:32
  that
• 9:32
  would
• 9:32
  be
• 9:32
  the
• 9:32
  last
• 9:32
  point.
• 9:33
  I
• 9:33
  go
• 9:34
  ahead
• 9:34
  the.
• 9:35
  The
• 9:35
  employee
• 9:36
  side
• 9:36
  and
• 9:36
  I
• 9:36
  think
• 9:37
  it's
• 9:37
  great.
• 9:37
  Are
• 9:37
  you
• 9:37
  okay?
• 9:38
  I
• 9:38
  think
• 9:38
  every
• 9:39
  retailer
• 9:39
  should
• 9:39
  do
• 9:40
  that.
• 9:40
  I
• 9:40
  just.
• 9:40
  Oh,
• 9:41
  really?
• 9:41
  Okay.
• 9:41
  Especially
• 9:42
  kind
• 9:42
  of
• 9:42
  the
• 9:42
  younger
• 9:43
  generation
• 9:43
  that's
• 9:43
  coming
• 9:44
  up
• 9:44
  kind
• 9:45
  of
• 9:45
  wants
• 9:45
  to
• 9:46
  own
• 9:46
  their
• 9:46
  own,
• 9:47
  you
• 9:47
  know,
• 9:47
  content
• 9:48
  and
• 9:49
  be
• 9:49
  associated
• 9:49
  directly
• 9:50
  with
• 9:50
  their
• 9:50
  brands.
• 9:50
  And
• 9:51
  with
• 9:51
  you,
• 9:51
  Lisa,
• 9:51
  it's
• 9:51
  a
• 9:52
  house
• 9:52
  of
• 9:52
  brands.
• 9:53
  But
• 9:53
  like,
• 9:53
  if
• 9:54
  my
• 9:54
  daughter's
• 9:54
  going
• 9:55
  to
• 9:55
  post
• 9:55
  a
• 9:55
  video
• 9:56
  or
• 9:56
  something
• 9:56
  like
• 9:56
  that,
• 9:57
  you
• 9:57
  know,
• 9:58
  based
• 9:58
  on
• 9:58
  Atomic
• 9:59
  skis,
• 9:59
  she's
• 9:59
  going
• 9:59
  to
• 10:00
  tag
• 10:00
  Atomic.
• 10:01
  She's
• 10:01
  not
• 10:01
  going
• 10:01
  to
• 10:01
  tag
• 10:02
  start
• 10:02
  house
• 10:03
  where
• 10:03
  she
• 10:03
  bought
• 10:04
  the
• 10:04
  skis.
• 10:04
  Right.
• 10:05
  And
• 10:06
  that
• 10:06
  type
• 10:06
  of
• 10:07
  thing.
• 10:07
  Because
• 10:08
  then,
• 10:09
  you
• 10:09
  know,
• 10:09
  she
• 10:09
  feels
• 10:09
  like
• 10:10
  she's
• 10:10
  losing
• 10:10
  control.
• 10:11
  Right.
• 10:11
  So.
• 10:12
  Got
• 10:12
  it.
• 10:12
  So
• 10:13
  that's
• 10:13
  a
• 10:13
  good
• 10:13
  clarification.
• 10:13
  So
• 10:14
  you're
• 10:14
  saying
• 10:14
  that
• 10:14
  you
• 10:14
  do
• 10:15
  think
• 10:15
  every
• 10:15
  retailer
• 10:15
  should
• 10:16
  emulate
• 10:16
  the
• 10:16
  employee
• 10:17
  side
• 10:17
  of
• 10:17
  this?
• 10:17
  No,
• 10:17
  I
• 10:17
  think
• 10:19
  absolutely.
• 10:20
  Okay.
• 10:20
  But
• 10:20
  you're
• 10:21
  skeptical
• 10:21
  of
• 10:21
  the
• 10:21
  long
• 10:21
  term
• 10:22
  differentiation
• 10:22
  of
• 10:23
  just,
• 10:23
  you
• 10:23
  know,
• 10:23
  the
• 10:24
  influencer
• 10:24
  program
• 10:25
  being
• 10:25
  what's.
• 10:26
  What
• 10:26
  truly
• 10:26
  drives
• 10:27
  influencers
• 10:27
  to
• 10:28
  promote
• 10:29
  a
• 10:29
  brand
• 10:29
  versus
• 10:30
  a
• 10:30
  retailer,
• 10:31
  especially
• 10:31
  where
• 10:31
  there's.
• 10:31
  An
• 10:31
  intermediary
• 10:32
  between
• 10:33
  the
• 10:33
  things
• 10:34
  like.
• 10:34
  Yeah,
• 10:34
  yeah,
• 10:35
  yeah,
• 10:36
  that
• 10:36
  makes
• 10:36
  sense.
• 10:36
  That
• 10:36
  makes
• 10:36
  sense.
• 10:37
  That's
• 10:37
  a
• 10:37
  good
• 10:37
  clarification.