Public Lands

Accessories · Jewelry

Public Lands is Dick’s Sporting Goods’ outdoor specialty banner, stocking backpacking, climbing, paddling, camping and fly-fishing gear plus technical apparel and footwear. Price points sit mid-range to premium: $40–$60 trail-running shirts, $250 rain shells, $600 ultralight tents, $3,000 paddle boards. Products move through 30+ experiential “Public Lands” stores (many with climbing walls and rental shops) and the e-commerce site that offers ship-to-store, curbside pick-up and a full rental program. The retailer dedicates 1% of every sale to the Public Lands Fund that buys and protects open space, and every store hosts free skills clinics, trail-maintenance days and youth camps. House brand “Public Lands Project” delivers value-priced technical basics, while the curated wall of “Peak” products spotlights staff-tested summit packs, carbon trekking poles and 850-fill down jackets that have become staff and customer favorites. Core shoppers are 25-45-year-old urban-to-suburban hikers, climbers and paddlers who want proven gear without boutique mark-ups and expect the retailer to fight for access. They value sustainability, local trail stewardship and the ability to rent before buying, and they mirror the brand’s Leave-No-Trace ethos and inclusive outdoors messaging. Public Lands competes with national outdoor chains, specialty mountaineering shops and direct-to-consumer gear brands by blending big-box breadth with grassroots activism, in-store expertise and a permanent give-back program. Its differentiation lies in combining premium product curation, rental fleets, community programming and conservation funding under one roof—services pure-play e-commerce or smaller independents can’t replicate at scale.

Gear that proves itself on the trail, not just in marketing

• Sustainable
• Independent