Access to Play Shouldn’t Be a Privilege
Youth sports are supposed to be a gateway to teamwork, opportunity, and confidence. Unfortunately, for too many families today, the rising cost of equipment has become a barrier to participation. There is also the issue of sports gear having a short lifecycle. Kids grow, equipment gets replaced, and the seasons change quickly. As a sporting goods retailer, we have a responsibility to think beyond the point of purchase and consider what happens to that gear after it leaves the store.
For many families, the cost of participation can quickly add up. Earlier in my career, I experienced firsthand how expensive youth sports can become for families. Like many parents, there were seasons when the cost of new equipment made us pause and consider what we could realistically afford. Programs that extend the life of sporting goods have made it easier for families to continue participating in sports. When access to sports becomes limited by cost, young athletes miss out on opportunities to build confidence, develop leadership skills, and form connections with their communities. Ensuring that sports remain accessible should be a priority not only for families and schools, but also for the companies that support the industry.
Dick’s Sporting Goods’ take-back program helps address this challenge by allowing used gear to be returned and kept in circulation. Extending the life of the products and getting gear into the hands of kids who need it most is one way we can help make sports more accessible. Programs that keep equipment in circulation also highlight a larger shift in how retailers think about sustainability, which encourages companies to think about the full lifecycle of the products they sell.
Sporting goods companies are uniquely positioned to support youth participation in sports. The products we sell are essential to play, but they can also be a barrier when families cannot afford to replace them each season. Through this effort, we are also able to create a broader impact on our environment and communities by reducing waste, supporting community sports, and teaching stewardship and responsibility to the next generation.
The future of sports retail shouldn’t be just about selling equipment, but it should also be about ensuring that more kids have the opportunity to play. Programs like this are just the first step. As an industry, we should continue to think about extending the life of products, reducing waste, and creating more opportunities for young athletes to access the equipment.
Strategy Note:
This works as earned media because it would be published as a short thought leadership piece in Forbes Magazine, which is a credible third-party media outlet that reaches business leaders, parents, athletes, and organizations that value youth sports. Having the article published in a respected publication allows the CEO to position the company as a leader in conversations around sustainability and access to sports. Instead of promoting a product, the article focuses on a wider industry issue, which aligns with the purpose of earned media. This approach helps build credibility and trust while also bringing attention to the social and environmental impact of the program that supports youth participation in sports.