It's interesting to watch Dick's basically alienate the traditional outdoor sportsman market. I mean, I guess they can do that, but it's not a big deal, because their competition (Bass Pro, Sportsman's Warehouse, etc.) have better selections of products for better prices.

Thing is, though, alienating that market leaves them basically with catering to the outdoor crunchy granola crowd and the suburban soccer mommies who jog and do yoga.

But even there, what's the value proposition of Dicks for the crunchy types? They don't sell anything that REI doesn't already sell, and REI does a much better job of connecting with their customer base and giving them a satisfactory and philosophically acceptable lifestyle experience than Dick's could ever hope for, and probably at a better price point to boot.

So that leaves them with selling to the suburban soccer mommies, who are all just going to buy their yoga pants at Lulu Lemon and their under armor pretty much anywhere else.

The bottom line is that Dick's operates in a market that has a lot of competitors, and the only thing they've done to stand out from the crowd was by pissing off half of the people who would have otherwise considered shopping there.