It’s Time to Change the Game for Our Planet
Imagine this: you are taking your kids to their little league game. It’s sweltering hot, and you’re wearing a mask, not for a pandemic, but because the air quality is that bad. Sound extreme? It may not be. By 2050, this could be a reality if we don’t take immediate action against climate change. It will reshape every aspect of how we live, play and connect. In other words, we’re in the 4th quarter, and the clock is running down. The game is on the line, and now is the moment for a game-changing play.
This isn’t just an environmental issue, it’s a systemic problem, with retail being one of the biggest contributors. The U.S. retail industry generates $2 billion worth of waste every year. A direct reflection of the age of overconsumption and overproduction we live in. These societal consumption habits and brand practices are pushing us deeper into a global waste crisis that cannot be ignored. To protect the future of our planet and the generations to follow, action is no longer optional.
Today’s consumers, especially Gen Z, are holding brands to a higher standard. They demand action, not just words. We have to deliver tangible, measurable steps toward sustainability, or they will choose to take their purchasing power elsewhere.
However, this isn’t just about meeting expectations. It’s about taking responsibility. The environmental cost of industries like sporting goods and footwear is significant. We must own up and take our part in changing the current narrative. Sustainability is not a fad, it’s a business imperative. The sooner we act, the greater impact we can make to protect the future of our children and sport itself.
Retail production has had a significant impact on our environment, due to water systems, energy consumption and microplastics. The industry relies on non-renewable resources, greenhouse gas emissions and massive amounts of water for production. Sporting equipment is just as detrimental, with supplies like footwear, padding and helmets using plastic materials that are difficult to recycle, ending up in the landfill after use. As the demand for advanced equipment continues to grow, we must rethink how these products can be produced and reused in more ethical ways.
From Responsibility to Action
As industry leaders, we have both the power and responsibility to enact change. It is not enough to acknowledge the problem. We must actively reshape the way our industry operates.
At DICK’s Sporting Goods, we are committed to ensuring our actions reflect these values. We champion the next generation of athletes, and with that comes a responsibility to protect the world they will play in.
To do our part, we have focused on reducing packaging waste and redesigned materials with recyclability in mind. We have expanded our assortment of sustainably sourced products across our stores. And through our partnership with SidelineSwap, we’ve designed a rental and take-back program that promotes the resale and reuse of sporting goods.
What Comes Next?
Looking ahead, we are focused on expanding our use of more sustainable plant-based materials such as hemp, cork, bamboo or organic cotton. These alternatives can be integrated across a range of products, from sports bags to skateboards and even racquet handles. Not only are these materials biodegradable, but they will require much less energy to produce.
It’s important to recognize that we operate within an industry that holds extraordinary influence. I believe one of the most powerful aspects of sport is its ability to connect and unite people across the world. That influence comes with an opportunity to lead and educate. We can channel this influence to normalize more sustainable behaviors and make it part of our daily practices.
From embedding products with QR codes that transparently display carbon footprint, materials used, and recycling guidance to partnering with athletes on sustainability-driven campaigns, we can meet consumers where they are. These efforts should be grounded in the real-world impact of climate change on sport itself, from declining air quality to rising temperatures, directly affecting how and where the game is played. Sustainability can not wait on the sidelines. It should be built into the way we play, perform and look towards the future. It’s game time.
Strategy note:
This piece was centered around sustainability in a way that felt relevant to the brand, but also informative for others in the broader industry. The tone balances concern while also attempting to feel personable, sympathetic and hopeful. As a brand that is family-focused and seeking to engage Gen Z, the language emphasizes protecting the future generations. Given that DICK’s operates in the sports world, I chose to integrate playful game-time jargon to make the piece feel authentic and on-brand.