From Equipment to Ecosystems: Dick’s Expands Its Commitment to Youth Sports

In May 2025, American sporting goods giant Dick’s Sporting Goods announced it is leading a 120 million dollar investment round in youth sports platform Unrivaled Sports. This move signals an intensified commitment to building youth sports infrastructure beyond retail. The funding round is led by Dick’s, with participation from NBA-affiliated venture capital funds, strategic sports brand investors, and several private equity firms.

Unrivaled Sports was co-founded by former NBA player Carmelo Anthony. The platform aims to build a nationwide system that integrates youth basketball leagues and training programs into a unified, professional framework. Its mission is to standardize and centralize scattered youth competitions and development resources across the United States.

Dick’s Investment Philosophy: Retail Is Not Just About Selling Gear but About Connecting Communities

This is not the first time Dick’s has stepped into the youth sports or training space. Over the past several years, the company has actively invested in school and community sports programs through initiatives like its Sports Matter Foundation and the Team Sports HQ platform. The investment in Unrivaled represents a significant step into the organizational side of youth sports.

Lauren Hobart, CEO of Dick’s Sporting Goods, stated, “We want to help shape the next generation of sports culture. What Unrivaled represents is not just a business opportunity, but a vehicle for education, connection, and empowerment.” The deal includes both capital and collaborative support through Dick’s retail locations, branding platforms, and digital assets.

Unrivaled’s Mission: Creating a Pathway for Overlooked Youth

Unrivaled began by piloting youth basketball leagues in cities such as New York. Its focus is on providing middle school athletes and those outside of elite programs with meaningful opportunities for growth and visibility.

Carmelo Anthony noted, “Not every kid is going to play in the NCAA or make it to the NBA, but they still need competition, teamwork, and a sense of belonging. What we are building is a youth sports platform that anyone can participate in, with room for development at every level.”

Through Unrivaled’s platform, players, parents, and coaches can manage schedules, access performance data, design training plans, and tap into league certified content and development opportunities. The goal is not to produce superstars, but to create a scalable and community-driven sports development system.

Funding Goals: Expansion, Technology, and Multi-Sport Inclusion

The newly raised capital will support three key initiatives:

• Expanding the Unrivaled league from its current presence in 10 states to more than 30

• Upgrading its core app and content system to offer smart training recommendations, growth tracking, and interactive community features

• Launching new sports programs beyond basketball, including soccer, volleyball, and track and field

In addition, Unrivaled plans to open a network of "Training and Culture Hubs" over the next three years. These physical centers will provide training, education, and family support services, serving as real world extensions of the digital platform.

A New Vision for the Sports Business: Moving Beyond Talent and Elitism

Dick’s investment in Unrivaled reflects a broader shift in the sports business landscape toward deeper community engagement and content-driven ecosystems. It represents a re-evaluation of the lifetime value of youth athletes and signals a longer-term vision that emphasizes cultural impact as much as commercial growth.

Unrivaled is not just building a league or an app. It is responding to a fundamental infrastructure gap in the sports lives of everyday youth. In a world increasingly driven by elite performance and media exposure, this model, one that builds pathways for the many, not just the few, may represent a more resilient and inclusive future for the sports industry.