Dick’s Sporting Goods’ David Young on balancing performance with customer experience

Summary

Podcast Summary:

The Big Impression
Episode: Dick’s Sporting Goods’ David Young on Balancing Performance with Customer Experience
Date: May 27, 2026
Host: The Current
Guest: David Young, VP of Retail Media at Dick’s Sporting Goods

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Episode Overview

This episode delves into how Dick’s Sporting Goods is redefining its role in sports retail by connecting brands to sports culture, balancing both performance orientation and emotional resonance. Guest David Young discusses the evolution of Dick’s Retail Media Network (RMN), key marketing campaigns, the importance of physical and digital experiences, and the challenges and opportunities within youth sports culture. The conversation focuses on the brand’s innovative approach to omnichannel retail, community engagement, data-driven insights, and the impact of sports culture on customer experience.

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Key Discussion Points & Insights

1. Dick’s Sporting Goods’ Approach to Brand & Experience

• Dick’s as a Culture Leader:

  • Dick’s is intentionally building its brand around the culture of sport, not just transactions ([00:24]).
  • Their media ecosystem extends from immersive in-store spaces to digital platforms like the Game Changer youth sports app ([00:31]).
  • “So we are with these families and with these athletes, from the sidelines to the store.” – David Young ([05:25])

• Back-to-School Campaigns:

  • Ongoing partnership with On (performance footwear). The current campaign is the third iteration, showcasing Dick’s capacity to create bespoke, family-centric campaigns with a focus on building kids’ confidence ([01:03], [02:18]).
  • Creative direction: Featuring local Pittsburgh children, showing diversity and authenticity ([02:18]).
  • Campaign success: “We not just over benchmark and impressions, but greatly exceeded our benchmarks and our goals for sales” ([02:58]).

• Multi-Channel & Early Planning:

  • Campaigns start in the spring due to the number of channels (CTV, in-store, etc.) and early consumer purchase signals ([03:27]).

2. The Role of Physical Stores and Retail Innovation

• Redefining the Retail ‘Third Space’:

  • “What we've built at Dick's Sporting Goods is as much an experience of sports as it is a shopping experience.” ([06:26])
  • Store innovations: House of Sport locations feature climbing walls, mini football fields, batting cages – an FAO Schwartz-style experience for sports ([06:58]).

• Bringing Brands and Community Together:

  • Not just about selling — stores serve as community hubs; even non-endemic brands can participate in the ecosystem ([07:30]).
  • The store experience influences broader lifestyle choices (from cars to phones) for ‘sporthood’ parents ([07:10]).

3. Data, Media, and Customer Connections

• Impactful Use of Data:

  • Integration of retail media, customer data, and store experience transforms how customers engage with Dick’s ([08:22]).
  • Deep insights lead to better store and product planning, including real-time learnings from in-store activation and engagement metrics ([08:58]).

• Leveraging Sports Cultural Moments:

  • Campaigns are designed to tap into cultural events like the World Cup, Super Bowl, and Olympics ([09:48]).
  • “We want to make sure that we're leveraging not only for ourselves and product sales, but for brands... to connect in those moments with the right type of message.” ([10:54])

• First-Party Data Innovations:

  • Lift and Learn: RFID-enabled magnetic shelves trigger custom content as customers interact with products, capturing sentiment and engagement ([13:31]).
  • Innovation reveals which engagement tactics work best by category (e.g., golf vs. footwear) ([14:03]).

4. The Evolution of Dick’s Retail Media Network

• Origins and Growth:

  • RMN launched in 2022; has evolved through constant iteration and learning ([14:50], [15:12]).
  • Differentiators: Unified approach with marketing and commerce; offers both standard RMN practices and unique, experiential components ([16:38]).
  • “We are all one team... my partners and my peers are enterprise marketing, category marketing, e-commerce...” ([18:25])
  • Cross-functional alignment avoids the silos seen in other companies ([19:20]).

• Value Proposition:

  • “Connecting advertisers to the culture of sport. Because fandom is one aspect, but there are many more…” ([16:41])
  • Focused on reaching consumers with messages that reflect their self-perception, not just data demographics ([16:56]).

5. Youth Sports Culture: Challenges and Purpose

• Changing Landscape:

  • Youth sports have become more professionalized, expensive, and time-consuming; parents have more choices but also more pressure ([20:59], [21:14]).
  • Dick’s focuses on accessibility and the formative benefits of sport, not just on maximizing return ([21:26]).
  • “We try to lean into the possibility that participating in sports creates rather than maximizing any given return with one family or another.” ([21:31])

• Giving Back:

  • ‘Sports Change Lives’ campaign: Direct community investment to keep youth sports accessible and inclusive mids fears of a ‘travel team’ arms race ([22:21]).

6. Looking Forward: The Vision for Dick’s as a Media Platform

• Beyond Retailer:

  • Dick’s aims to be a “commerce-enabled sports network”, unlocking its position at the core of American sports culture for advertisers ([23:01]).

• Empowering the "Everyday Athlete":

  • David Young’s advice for brands: “Show up for the everyday athlete... There’s a lot of opportunity when you speak to the 12th player, the one who wants to be a part of it and how you help empower them.” ([23:42])

• Best-in-Class Inspiration:

  • Young cites Nike’s refreshed approach as an example: “the tone that they brought to market is... unapologetic. It’s very true to their legacy, but in a new way... about today’s young athlete.” ([24:08])

• Specialization vs. Mass Messaging:

  • “If you're trying to speak to everyone, you're speaking to no one. And I think sports in general is becoming more specialized, more fragmented around subcultures” ([24:47]).

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Notable Quotes & Memorable Moments

• “From the sidelines to the store.” — David Young ([06:11])
• “Show up for the everyday athlete... There’s a lot of opportunity when you speak to the 12th player.” — David Young ([23:42])
• “Helping you reach them with a message of how they see themselves is much more impactful than just scale of data.” — David Young ([16:56], [25:59])
• “What we've built at Dick's Sporting Goods is as much an experience of sports as it is a shopping experience.” — David Young ([06:26])
• “If you're trying to speak to everyone, you're speaking to no one.” — David Young ([24:47])

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Timestamps for Key Segments

• 00:09–00:52 – Episode intro, basketball culture, and Dick’s Sporting Goods focus
• 01:03–02:58 – Back-to-school campaign with On; creative strategy and outcomes
• 03:27–04:23 – Why campaign planning starts early; multi-channel considerations
• 06:11–07:30 – Role of physical stores as community experience hubs
• 08:22–09:48 – Connecting touchpoints and measuring impact
• 09:48–10:54 – Leveraging real-world sports events in marketing
• 13:31–14:03 – RFID-enabled “Lift and Learn” in-store technology
• 14:50–16:56 – Evolution, structure, and value proposition of Dick’s RMN
• 20:59–22:21 – The shifting, professionalized world of youth sports; Dick’s inclusive response
• 23:01–23:42 – Vision for the brand as a commerce-enabled sports network
• 23:42–24:47 – Advice for brands: Empowering the everyday athlete & focusing on subcultures

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Conclusion

Dick’s Sporting Goods, under David Young’s leadership, is transforming from a traditional sports retailer to a media-rich platform deeply embedded in the culture of sport. Their unique advantage lies in unifying e-commerce, community spaces, and data-driven media, all in service of both athlete and family, while navigating the quickly evolving landscape of youth sports and omnichannel retail. The episode offers a nuanced look at what it takes to balance performance, emotion, and customer experience in today’s sports-centric world.

Transcript

[A]

I'm damien fowler.

[B]

And I'm ilyce lefring.

[A]

And welcome to the big impression.

[B]

This week we're joined by David Young, VP of retail media at Dick's Sporting Goods.

[A]

This one hit a little close to home for me because I've got young kids who are getting into sports, in fact soccer right now, and I can tell you, it's quickly become its own universe.

[B]

Exactly. In fact, Dick's is more than just sports goods. It's building its whole brand around the culture of sport itself.

[A]

From immersive stores to Game Changer, which is its youth sports app used by millions of families. The company's creating a media ecosystem that stretches far beyond the transaction.

[B]

So today we're unpacking how brands connect with consumers through sports culture and why retail media is becoming much more experiential and emotional.

[A]

So let's get into it. So, David, tell us about the new campaign. I understand this is the third back to school campaign you've done with this brand.

[C]

That's right, yeah. We're working with on footwear, who many people know is a performance running brand out of Europe. So they have a very specific tone to their branding and we've been working with them and scaling their business through Dick Supporting goods for years. But it's very performance focused. It's very minimalist and modern in its approach. The tone to their creative. And a back to school moment, especially for us at Dick's Sporting Goods, is really focused on family. So it gave us the opportunity as Dick's Media to really flex the full breadth of our capabilities. Not just targeting, not just media, but also up into briefing in our own bespoke. Our creative team to create a bespoke campaign for our athletes that was really more focused on making kids feel confident. At the start of school. Our athletes, our customers, are gearing up in store. We made sure on was one of the first brands that they were thinking about when they were going to gear up for their kids.

[A]

Yeah, it's a key moment that for all parents. I know I've got a seven year old who plays soccer and there's always a degree of anxiety. So it's very important to get that moment right, especially for parents. Could you give us a little bit more insight into how the campaign kind of like what the creative element of

[C]

the campaign almost exclusively shot with children from the Pittsburgh area at a local school, basically allowing them to show their own personalities in the footwear, which is a line that was specific to Dicks and different ways that they performed going into school. And some of that was sports related. So it was just about being more confident in yourself and in your skin. Dancing around in a way that really brought the personality of that moment to life and put on front and center in a way that was unexpected for a brand that traditionally would not be a brand that a lot of those parents would reach for when they think about their kids versus themselves on a marathon run. And we saw a complete shift in sales. We not just over benchmark and impressions, but greatly exceeded our benchmarks and our goals for sales for that particular program. And there's a reason we run it and iterate it every year and think of a new way to angle to approach that key insight that's really resonating with our athletes.

[B]

I feel like one thing that might be even surprising to the consumer is that you guys have to start on that campaign now.

[C]

Exactly.

[B]

And maybe you could walk us through why you even have to start it at this point in the spring ahead of the back to school season. And I think one of those is just how many channels you're looking at.

[C]

Yeah, you're right. It's not just creative production. It's the number of channels in which we're working everything from connected TV through to the in store experience. And the lead times are different depending on what we're talking about, let alone trying to determine what product is we want to source and show within that event. I think another element though is the insights that we have on our customer base on the athletes themselves. We see the signals from our retail performance of when people start thinking about gear up and it is way earlier than you might expect. But we know and experience this ourselves that we start to see that purchase behavior begin in the late spring and the earlier summer months as. As families start to prepare for those moments.

[A]

It's interesting, this is the third time around you mentioned. What have you learned about doing this? You know, the last couple of years?

[C]

I think what we've learned is actually a truth that's at the core of the offering in general, which is the way we pitch ourselves is where we are connecting brands to the culture of sport. The culture of sport means many different things. I think everybody immediately thinks fandom, but that's one element. The sport culture is fitness, sport culture is fashion. Sport culture is performance for youth sports or even myself as a hobbyist. And just even the mentality that you get from sport that people bring into the business world or into their personal lives. And I think we are sitting on a connection to our customers from the assets that we Own not just the purchase data, but the shopping experience that we have on the commerce side, as you mentioned. Yes, there's some anxiety that can be tied to some of those purchases, but it's also very aspirational. It's fun to shop for sporting goods in fashion and footwear in a way that some of the categories aren't. And then on the other side, we own Game Changer, which is number one youth sports app in America. It's stat tracking, game scheduling and streaming for over a million teams across many different sports across the country. So we are with these families and with these athletes from the sidelines to the store. And the insight we got from that is that this is a life stage for many people when you have a young athlete. And that's primarily who we serve is the families with young athletes. You are that for 10 years. And that's a way that's something we want to connect with both for vendor partners and even non endemic partners.

[A]

That's interesting. The life cycle you see, and the physical stores play an important role in anchoring vital the community. Could you talk a little bit about. You said from the sidelines to the store and I love that phrase actually, if you could talk a little bit more about that connection.

[C]

Absolutely. I think there's a lot of research around shifts in third space, third spaces, and how retail is leaning into the ability to connect with the consumer in a different way. What we've built at Dick's Sporting Goods is as much an experience of sports as it is a shopping experience. So we have a few different store footprints. Our premier is called a house of sport. It often has a climbing wall. It has a football field on the side of it.

[B]

Wow, that's huge.

[C]

It will run at 50 yards. Maybe not a full football field, but close enough batting cages, hitting maze. This is almost an FAO Schwartz for sport. But it helps us bring our brand to life in a different way and also to bring the product to life in a different way for our consumers. And I think what we're. The other insight from that is it also allows us to bring a space for brands who aren't selling product in our store to come in and participate in those moments and participate in that culture. Right. Because again, if I am a sporthood parent, it's not just affecting how many cleats I buy a year and I'm right there with you, but also the car I drive, the loyalty programs I'm a part of, the phone I own. It could go around the pie chart of my share of Wallet. And so much of it is influenced by this life stage I'm in that is central to the identity that I have as a person, not just even as a consumer. And I think that unique connection that we have is something that we want to hold dear, but also unlock through Dick's Media Network.

[B]

I would love to get into some of those results you've seen so far and those KPIs. Have you seen any proof so far that connecting all those touch points, the media, the data, the in store experience, is changing how customers actually engage with Dick's?

[C]

Absolutely. I think you see it just from the relevance in and of itself. If you're just talking core commerce or retail media. The ability to connect specific product back to the purchase history or the shopping behavior of a given consumer or segment of consumers is going to help us drive results digitally. But I think a lot of what we've also built in our stores through our experiences that we built into stores, are giving us more insight into product engagement, into impressions of individuals who are seeing those spaces and even sentiment where we're able to capture that for a few of our executions that are, yes, helping us drive sales lift for specific brands in the door and allowing us to share that with brands. And we're seeing market shifts and control versus a test group when we're running some of these executions that it's also getting us more data because there will be executions where we will have product that maybe you won't see the sales lift you expected for that particular product. Product, even if you see lifts of an engagement, lifts in, we'll call it a try on request, for example. So we see that our athletes are engaging with a product in an outsized way. Yeah, but maybe there's a product problem. Right. Maybe there's a colorway issue. It gives us as a retailer even more intel to help us make better decisions about how we're planning the store and the product that we're buying.

[A]

One of the fascinating things about sports culture is that it's very much influenced by what's actually happening in, in the real world at any given time. This year, of course, we've got the World cup and then you obviously see moments around like March Madness or the super bowl or the Olympics. How do you tie in the campaigns that you're working on with the kind of culture at large? You've got the, you've got your, you've got your SKU level data even, but you have this kind of broader culture of sport at any given moment and

[C]

we participate in that Culture both as an entity ourselves and we know our consumers, our athletes are there. So we're creating around the events like the World cup specific approaches for both vendor partners and non endemic advertisers to reach our athletes as they're participating in these events. Because we know they're there. Right. They are athletes themselves. That's what we always call our consumers. So we know they're participating in a moment like the World Cup. We want to make sure that we're showing up in the right ways and we're helping our brand show up in the right ways too. And can connecting in store events all the way up to the top of the funnel as well that what where so many people are competing for broadcast views. We want to be able to help brands cut through down in the store environment. Because how are you going to participate if you can't get a ticket? You're going to go get a jersey, you're going to pick up an official ball or you're going to watch on CTV or highlights through social. All of that are signals that we're capturing that we see ourselves. And we want to make sure that we're leveraging not only for ourselves and product sales, but for brands. Brands to be able to connect in those moments with the right type of message.

[A]

You know, you have all of this data on particular athletes interests. Let's say it's soccer. Do you see connections between one category and another? Are you able to draw lines between say one athlete who's interested in soccer and then maybe the athlete's interest in other sports that are closer to it?

[C]

Yeah, you can start to see that snowball effect and it's. It can be different age group to age group based on the insights that we have. You can also see how it starts to grow specific categories. We would anticipate coming out of an event like a World cup there will be an after effect within broader soccer and licensed year than we would have seen in an off year. Just as that as those moments of a cultural zeitgeist help to influence how our consumers are showing up in store.

[A]

What's your perception of this particular moment?

[C]

Yeah, I think it's a couple things. I think it's first and foremost I'll call it cultural readiness. Especially in America. I think just the way soccer is consumed now. Thanks a lot to Connected TV to social media. There are younger athletes, younger consumers and even those who are older who might be still newer to the sport if they didn't grow up with it, who are more engaged because they're able to be more engaged. You can consume more high level soccer year round in a way that you could not before. In a world where we're always hungry for more sports and more high level sports. It is untapped and I think it is still growing here. And I think what brands are recognizing is you have the largest economy in the world that is more ready for this particular moment than ever before and they want to make sure they're able to capitalize on it.

[B]

Have there been any other surprises in terms of unique ways you've leaned into first party data or just simply like takeaways that you think worked better than expected or something that you'd rather maybe tweak for the next time?

[C]

Something we're leaning into that's working better than expected is not related to data, it's related to the shopping experience. So in store. Part of our in store advertising solution is something called a lift and learn where we have magnetic shelves in front of the screen with RFID enabled product. So as you lift the product, the creative will change and it's enabled for sound as well. And we're capturing sentiment through that experience too.

[B]

Do you think that could work with just any product?

[C]

I don't know if it could work for any product. And we also know it works different product to product. So different categories, like part of having all this data, we're learning what works in different categories in different ways. So I don't think that works for everything, but we're learning enough to know how it works differently in say golf versus in footwear and even then when you start dimensionalizing footwear, how it'll work in different places there. But I think some of those learnings are also helping us with non endemic partners who we're bringing into the store to help them understand how they can best reach those athletes. Because we're getting the same product and engagement metrics on messages that we're showing there to help them show up in the right way.

[A]

Now you mentioned the non endemic partners. That sort of leads us to a little bit of a conversation about the retail media play.

[C]

Yeah.

[A]

That Dicks has started leaning into. Is it in 2022?

[C]

That's correct.

[A]

And then how has that. I guess the question is that that seems like an age ago, especially in the world of ad tech. How has that four years, how has it evolved for you, the retail media network insights that you are able to now offer your endemic and non endemic partners?

[C]

I think the way it's evolved and I'll give a lot of credit to the team that stood up, that offering. I've been in seed about a year and a half, so there's part of that journey that I saw secondhand. But what I've experienced since I joined, what I've seen as we've grown, is that it's constant iteration in two different ways. There are definitely best practices and must haves that you want to have in this space. A better understanding of the athletes you're reaching, the right type of attribution model and incrementality. These are basics, right. And core offerings that go with it. But that only gets you to a certain point. How you start to grow beyond that and how you're partnering with any type of advertiser has to come back to the unique connection that you have to your consumer, or in our case, the athlete. So that's part of where that story or that feeling of sporthood comes from. But also what are the assets and how our athletes work with us that are going to be unique and help us create differentiated experiences? That's really what led to us building what we built in store. That's what led to us thinking about building out a creative offering to help brands tell the right stories to different segments of our total athlete base. And now we're really building on what is a core best practice foundation into offerings that are more specific about our value proposition and the athletes we serve.

[A]

Just on that, how would you define your value proposition?

[C]

Connecting advertisers to the culture of sport? Because fandom is one aspect, but there are many more, and they're often core to the identity of the individuals that we serve. So helping you reach them with a message of how they see themselves is much more impactful than just scale of data. So we find both the moments either when they're in an aspirational mindset and they're in our store, or when they're locked in on a loved one's performance and game changer or leveraging our data set to use the right signals to ensure an advertiser knows, I'm going to reach somebody who's actually interested in my product or World Cup.

[A]

You're in a really interesting space in the sports culture space. Unlike other retailers, you are dealing with that aspirational side of things. I mean, you may hear from CPGs that they're an aspirational space too, but I feel like sports is unique in its own way. So I feel like you've got a. A sweet spot right there. Thank you.

[C]

Yeah, we feel the same way. It's a very interesting space to be Playing it's freeing in some ways because it allows you to tell very cool and interesting stories. And it's also, it's a challenge in others. Right. You have to build something that's differentiated, that fits a very unique mindset. But we've been up to the challenge so far and we're excited to keep exploring that space.

[B]

Yeah, I feel like a lot of the retail media networks that are growing up in ways tend to be a little bit more siloed perhaps, versus part of the overall marketing or branding perspective of the company. How would you describe how like Dick's is different than that siloed philosophy?

[C]

Right. I, I, we are all one team. Pardon the pun, but, but I, I reported, I report into the CMO and the Chief E Commerce Officer dual title. So my partners and my peers are enterprise marketing, category marketing, e commerce. And because we have these same aligned incentives, we are finding new ways to work together that are benefiting the entirety of the business. So if that's me investing in capabilities that are going to eventually help support everything we're doing in marketing, or us leveraging the insights and the strategy that can come up at our category marketing team to help my team be smarter about how we're showing up in a given in a specific category with a campaign concept, there's a lot of opportunity that we've started to define. But I think what the first thing is, the silos comment is not something that's been true for us. Like we've made it a, it's not true because we haven't let it be true. We set up time to knowledge share to ensure we're collaborating. That means that some of that painful work that can occur in organizations around ways of working is always happening. But that is what we have found has been beneficial.

[A]

One thing I'm really curious about, you represent hundreds of amazing sport brands. How do you kind of determine in terms of your overall strategy as a retailer which ones kind of get the,

[C]

the spotlight within the retail media network or in general? In general, I think, yeah, I think some of that comes back to the stories we want to tell together. And I'd say, you know, first and foremost we represent a lot of very large, and I'll call, I'll say world class storytellers, but in a lot of ways they also represent themselves. The stories that they want to tell, where there's synergy with how we want to show up to the athlete, that's really where we find those moments. And sometimes that means we're going to show up together. With a partner, sometimes it means they're going to be thinking more of a specific play through the network. But we really try to focus on those where we see resonance and overlap with our own customer base and what our athletes are looking to see and what also gels with the business schools that we have with a particular partner. Right.

[B]

I know something that Dicks and even you are very passionate about is the changing nature of youth sports, which has changed significantly and it's gotten more expensive, more time consuming. Parents have more choice too, than ever.

[C]

I feel like professional almost.

[A]

In some ways. I think youth community has become like this funnel.

[C]

Yeah.

[B]

How does that shift influence how you market to modern families and kids today?

[C]

Yeah. So I'd say a few things. It's hard to be a parent in this space and not acknowledge the shifts that are occurring. Youth sports. It feels weird to even call it an industry, honestly. Yeah. Because I think something that's core to the beliefs at Dick's Sporting Goods is that sports change lives. And we believe that firmly it's why we're in the business that we're in. And it's formative to how our consumers grow up. So we try to lean into the possibility that participating in sports creates rather than maximizing any given return with one family or another. Right. I think there's ways of how we want to show up that we try to be very clear and concise about to make sure that, yes, we are running a business, but we're not going over the top, if you will. The other side of what we're doing is in the Sports Change Lives campaign initiative that we run, where we are literally giving back to communities in need, leagues in need, to help ensure, as you mentioned, there's this gravitational pull towards travel sports. Not everybody can participate in that. In the same way, we're very serious about ensuring that we're elevating leagues of all types and ensuring that as many kids can play as possible.

[B]

Yeah, that's great. Now, when you zoom out a little bit, what would you say success looks like for Dick's as media platform over the next few years and perhaps not just as a real retailer.

[C]

Exactly right. And I think you said it. We try to avoid calling ourselves an rm. I think because of the assets we sit in and the partnerships we have, we want to be in a commerce enabled sports network. We believe we already are, but we think we can get bigger and more sophisticated because we really do have a unique connection to the rest of sports culture that is almost the glacier under the ice or under the water, if you will, for the total sports culture in America. And we want to unlock that for not only for our own business, but for advertisers writ large.

[B]

If you could change one thing about how brands show up in youth sports culture today, what would it be?

[C]

Show up for the everyday athlete? I think we all want to be aspirational. I think part of being aspirational means you're often speaking to the best player on the team. I think there's a lot of opportunity when you speak to the 12th player, the one who wants to be a part of it and how you help empower them in the space.

[B]

Besides, Dick's is their brand you think is doing it the best right now, connecting with youth.

[C]

I do think I know they're in. I like the way you've started to see Nike find their personality again, which is almost counterintuitive to what I just said about the youth athlete. But I think in general, the relaunch of their brand campaign last year, which we were able to participate and the tone that they brought to market is in many ways unapologetic. It's very true to who they to their legacy, but in a new way. Based on insights about today's young athlete that I think is really interesting and how they've shown up.

[A]

Do you have a take on where brands play too safe in sports marketing?

[C]

I'll go to my same point. I think if you're trying to speak to everyone, you're speaking to no one. And I think sports in general is becoming more specialized, more fragmented around subcultures. Look at Run, for example. And that can be now everything from lifestyle through to performance. Those are unique customer bases and you need to speak to them differently. Don't be afraid about either picking a lane or building a message that is more unique and based on the ask the insights you have on those subcultures, because I think that's more and more of that today, even in youth sports. Our youth, our diamond athlete looks very different from our soccer athlete, for example. And we need to think about that ourselves as marketers. I need to think about that as an RMN when we're bringing our vendor partners or other advertisers into those spaces. So that would be my. That's my guidance.

[A]

And that's it for this edition of the Big Impression.

[B]

This show is produced by Molten Heart. Our theme is by Love and Caliber, and our associate producer is Sydney Cairns.

[C]

And remember, helping you reach them with a message of how they see themselves is much more impactful than just scale of data.

[A]

I'm Damian.

[B]

And I'm Ayelece.

[A]

And we'll see you next time.