Bridging brand storytelling and shopper experience through in-store media with David Young of Dick’s Media

As part of our six-part video interview series with Beet.TV, Putting the Store at the Core of the Commerce Media Ecosystem, SMG is spotlighting the retailers redefining the role of the store in the media mix. In this edition, we hear from David Young, Vice President of Dick’s Media at Dick’s Sporting Goods, who is pioneering how in-store environments can become powerful storytelling platforms for brands.

From digitized merchandising spaces and responsive creative to a unified athlete-first experience, Young shares how Dick’s is blending technology, data, and emotion to create more meaningful connections between brands and shoppers — and why the physical store remains the most dynamic touchpoint in the commerce media journey.

The Store as the “Connection Point” in the Media Mix

Young frames the in-store environment as the critical link between traditional media and real-world experience.“We’re taking what’s already a best-in-class shopping experience … and creating a media-driven layer within that environment.”

Rather than simply adding screens or signage, Dick’s is weaving media into the physical journey — enabling brands to tell richer stories where engagement and purchase naturally intersect.

One Unified Identity

While many retailers still debate whether they’re merchants or media owners, Young sees no contradiction:

“I don’t think it’s two sides. The athlete experience is paramount for everybody.”

He notes that in-store marketing isn’t new — shopper marketing has existed for decades — but what’s changed is the quality of storytelling. The challenge now is to elevate in-store media from transactional signage to immersive brand experience.

Interactive Displays & Responsive Creative

A defining feature of Dick’s Media is its commitment to interactivity. Displays aren’t static; they respond to real-time behavior.

• When an athlete picks up a basketball shoe, the creative changes to tell a story or highlight performance features.

• With RFID and radar technology, Dick’s can measure engagement — how often products are handled, how long shoppers dwell, and how they move through the space.

This approach transforms the store into a responsive storytelling environment — where data, creativity, and emotional resonance converge.

Two Kinds of Creative — and Why Both Matter

Young distinguishes between product-focused content and emotionally resonant storytelling. Each plays a distinct role depending on the category.

“The way someone shops for golf clubs is very different from how someone shops for a t-shirt or running shoes.”

By helping advertisers tailor creative to context, Dick’s can use the same physical spaces in smarter, more flexible ways. And because those spaces are measurable, advertisers can refine their storytelling based on how athletes actually engage.

The Shelf Level as a Media Channel

For Young, the in-store environment is where tactile interaction meets brand narrative.

“It should all be one story — how I show up in broadcast, paid social, sponsored product — all of it should connect through a red thread that leads into the in-store environment.”

Consistency across channels matters, but the in-store experience offers something uniquely physical. By adapting creative to that moment — when the shopper is literally holding the product — brands can deliver a more meaningful and differentiated message.

Vendors vs. Non-Endemics

While Dick’s continues to collaborate with endemic partners like Nike, Adidas, and Under Armour, it’s also expanding its in-store media offering to non-endemic advertisers in travel, content, and QSR.

“We ask for creative that ties their product or message to the culture of sport in a way that still feels authentic to our brand.”

The goal isn’t just to add more advertisers; it’s to broaden the cultural relevance of sport — and by extension, the Dick’s Sporting Goods brand itself.