Dick’s Sporting Goods has partnered with Adobe to launch “Coach by Dick’s,” an agentic AI-based personal assistant designed to “support customers throughout their entire shopping journey in its mobile app beginning in June 2026.”
Coach by Dick’s is built on the Adobe Brand Concierge solution using the retailer’s content and knowledge. Through natural conversation, the DKS said in a media release that the “tool will provide tailored product recommendations informed by a customer’s sport, level, interests and specific needs as well as navigate decisions on products and services with guidance based on customer behavior and shared input.”
“We designed Coach by Dick’s to meet athletes (Dick’s calls its customers “athletes”) where they are on their sports journey,” said Vlad Rak, CTO at Dick’s “By bringing together the depth of our product knowledge, our understanding of sport, and what each athlete is trying to accomplish, we can respond in real time with guidance that’s relevant in the moment. Coach by Dick’s helps guide athletes to the right product, the right fit, and trusted expertise so every interaction is personal to what they need.”
Dick’s first announced its AI digital coaching solution in partnership with Adobe in April 2026. Dick’s is also using Adobe Experience Platform to combine data signals across customer interactions to better understand individual needs and preferences and Adobe Journey Optimizer to orchestrate cross-channel experiences.
Other Adobe solutions the retailer uses include generative AI technology to help personalize digital content at both the individual and customer cohort levels. Dick’s plans to expand Coach by Dick’s capabilities over time.
“At Dick’s, we believe sports change lives, and that belief guides how we show up for our athletes,” said Emily Silver, chief marketing, e-commerce and athlete experience officer at Dick’s. “Coach by Dick’s allows us to scale what makes us special – our people, our point of view, and our deep connection to sport – and deliver trusted guidance through our app in a way that feels personal and relevant.”
Image courtesy Dick’s Sporting Goods
