Dicks Sporting Goods
Tom Dougherty, CEO – Stealing Share
28 February 2018
Dicks Sporting Goods shows balls
Dicks Sporting Goods announces it’s banning the sale of all assault-style rifles in its stores. In addition, the retailer refrains from selling high-capacity ammunition clips and selling guns to anyone under the age of 21 regardless of what the law says.
Normally, this is where I would make some snarky comment about the Dicks Sporting Goods brand. But instead, I simply say that, regardless of how you take this politically, Dick’s has balls.
After the Parkland shooting, Dicks reviewed its sales records and discovered that it had sold a gun to the shooter, Nikolas Cruz. It was not a gun that was involved in the shooting but it sold a gun to him nonetheless. Potentially, that gun could’ve taken the life from one or more of the Parkland students or teachers. Because, as I’ve said before, who the fuck needs an AR-15?
“Dicks Sporting Goods is doing exactly what we tell brands to do all the time. Put a line in the sand and hold the line.”
Dicks Sporting Goods takes a brave stand
Dicks Sporting Goods is doing exactly what we tell brands to do all the time. Put a line in the sand and hold the line. With so much choice, brands must be crystal clear in telling consumers who they are for. As important, brands also must tell consumers who they are NOT for. Dick’s has taken a very bold step in the latter and my hat’s off to them for doing so.
Make no mistake, Dicks Sporting Goods will catch all kinds of shit for this decision. But it’s not like it isn’t aware of the repercussions of this action. It’s nice to see a company have the courage of their convictions.
Dick’s has decided that it no longer wants to be part of the problem. It wants to be part of the solution to reasonable gun safety, a solution our own government appears to have ignored. Dicks Sporting Goods CEO states,“ We’re going to take a stand and step up and tell people our view and, hopefully, bring people along into the conversation.”
I wonder if any other brands are willing to take that stand.
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