Dick’s Sporting Goods is tapping former NFL star J.J. Watt to help launch a new virtual concept.

The retailer is debuting a virtual version of its House of Sport (HOS) concept store on Dicks.com. Through this venture, consumers will be able to experience the store online while an avatar of Watt serves as their tour guide.

Watt, who has been a HOS brand ambassador since March 2024, guides consumers through the virtual store, while highlighting all of the unique elements of the shop including the climbing wall, the golf pro shop with TrackMan simulators, the HitTrax multi-sport cages that can be used for baseball, softball, soccer, lacrosse and hockey, the Field and more.

Watt said in a statement that he loves that consumers can now experience the retail concept without stepping int

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