The retail landscape is drowning in noise. Brands are fighting for attention in an endless sea of ads, social media, and product placements. Traditional influencer marketing feels increasingly hollow—another sponsored post lost in the scroll.

Research shows that 63% of consumers want multisensory experiences that make them feel genuinely present and connected. Yet most brands are still playing the same old game—flat content, static experiences, and one-way conversations that leave shoppers feeling detached.

But marketers also know that 49% of consumers have made purchases based on influencer recommendations. So the channel does work, it’s the execution that is broken. And with 81% of offline buyers researching online before stepping into a store, there's a massive opportunity hiding in plain sight.

Enter DICK’S House of Sport

In a bold step forward in immersive retail and omnichannel marketing, DICK’S Sporting Goods and Napster have partnered to launch an immersive, web-based DICK’S House of Sport experience, featuring the first-ever J.J. Watt avatar.

As you enter the virtual House of Sport, J.J. treats you to a tour of eight sport-specific rooms, from an outdoor adventure zone to specialized training areas. As you explore the different rooms, J.J. humorously narrates, explaining what each space has to offer. Spot something that catches your eye? Buy it directly within the virtual experience. You can even book an in-store experience or service all within House of Sport.

Key features include:

• J.J. Watt Virtual Guide: The three-time Defensive Player of the Year is your personal guide through the experience. This is not just a celebrity endorsement. It is an interactive experience.
• Interactive 3D Rooms: Eight sport-specific environments that focus on different sports and activities. Whether it is outdoor adventures or strength training, there's a space designed specifically for each customer.
• Bookable In-Store Experiences: When extra help is needed, visitors can seamlessly bridge the online-to-offline gap—discovering products online, connecting with experts, and then experiencing those items hands-on in-store.
• Shoppable Product Hotspots: See something you like? Click and buy. No hunting through catalogs or wondering where to find items.
• Intuitive Navigation: No learning curve, no confusion—just natural exploration that feels like browsing your favorite sports store, not clicking through a flat website.

Why DICK’S Gets It & Why It Matters

DICK’S Sporting Goods has been executing on an omnichannel marketing strategy for years, finding success in channels where other retailers are just getting started. They're not jumping on a trend; they're evolving a strategy that already works for them.

We are witnessing a fundamental shift in how digital commerce functions. Younger consumers, who spend more time on platforms like Roblox than Instagram and TikTok combined, are seeking experiences that combine commerce and entertainment. Success in this new landscape will require more than technological prowess or traditional influencer marketing; it will demand emotional intelligence and cultural relevance. The brands that thrive will adopt immersive commerce to forge deeper connections with their audiences.

DICK’S Sporting Goods has offered a glimpse of where retail is heading with its House of Sport concept. The future will belong to brands that create experiences that not only capture attention but also add real value to people’s lives. That is a vision we share at Napster—and the standard we aim to meet as creative leaders in the years ahead.

Ready to explore House of Sport? Check it out here.