DICK’S Sporting Goods expands into same-day delivery with Uber Eats to accelerate retail logistics strategy

DICK’S Sporting Goods, Inc. (NYSE: DKS) has entered a strategic nationwide delivery agreement with Uber Technologies, Inc. (NYSE: UBER), bringing its expansive in-store inventory of athletic gear, apparel, team sports equipment, and outdoor essentials to the Uber Eats platform. As of June 12, 2025, the partnership includes more than 800 retail locations across the United States—comprising both DICK’S Sporting Goods outlets and its golf-focused specialty chain Golf Galaxy—now enabled for on-demand and scheduled delivery through the app.

The launch represents a key retail fulfillment milestone for the American sports retailer, which has increasingly leaned on omni-channel capabilities to meet demand during high-traffic sports seasons. Uber Eats, whose retail expansion has accelerated sharply since late 2023, now positions itself as a fulfillment partner for real-time consumer goods—not just food delivery—leveraging logistics capabilities across urban, suburban, and regional networks.

With this agreement, consumers can order fitness equipment, fan merchandise, golf gear, footwear, and team jerseys directly from the Uber Eats app. Uber One members receive waived delivery fees on eligible purchases, while launch promotions offer up to 30% discounts on select products.

What this means for DICK’S Sporting Goods’ omni-channel logistics strategy

The decision to integrate Uber Eats comes as DICK’S Sporting Goods continues to emphasize real-time fulfillment across its brick-and-mortar and digital retail operations. Founded in 1948, the American sports gear retailer has been actively repositioning itself over the past decade as a digitally native brand offering athlete-centric convenience.

By embedding its catalog into the Uber Eats app, DICK’S expands its existing buy-online, pick-up-in-store (BOPIS) and curbside offerings into last-mile delivery—an area that has become increasingly competitive for big-box and specialty retailers. Institutional analysts covering the retail sector have described the move as a “logical expansion” of DICK’S hybrid retail logistics, especially given seasonal fluctuations in demand for athletic gear and short-lead-time purchases.

Scott Casciato, Vice President of Omni-channel Fulfillment & Strategy at DICK’S Sporting Goods, noted that delivery velocity is central to the company’s operating philosophy: “When those moments arise where new gear is needed, this partnership with Uber Eats extends our capabilities to give our athletes convenient shopping to get the products they need fast and in a way that is convenient for them.”

How Uber Eats is evolving its retail delivery model beyond food

For Uber Technologies, the DICK’S partnership adds momentum to its efforts to reposition Uber Eats as a retail infrastructure platform—not just a food-ordering app. The addition of DICK’S Sporting Goods and Golf Galaxy signals deeper penetration into non-food verticals, especially in the lifestyle, sports, and recreation categories.

Hashim Amin, Head of Retail for North America at Uber, characterized the collaboration as an extension of Uber’s broader strategy to become a household fulfillment engine: “From last-minute yoga mats to hiking gear and backyard sports essentials, it’s all just a tap away.”

Uber has previously expanded into pharmacy, grocery, pet supplies, and office goods. Analysts view the entry into sports gear as a savvy seasonal play ahead of the U.S. summer, which includes major league tournaments, golf championships, and youth sports camps—periods marked by peak sales volume for athletic retailers.

Golf Galaxy joins the push with curated golf gear delivery for all skill levels

Golf Galaxy, which operates as a specialty banner under the DICK’S Sporting Goods portfolio, is also included in the delivery agreement. The chain is known for its in-store expertise and equipment fitting services, but through Uber Eats, it can now deliver curated golf gear—from clubs and gloves to balls and performance accessories—to customers’ homes on short notice.

While golf gear is typically a high-margin and lower-velocity category compared to footwear or apparel, delivery access could encourage trial purchases and support impulse buying behavior among amateur and casual players. Golf participation in the U.S. has increased by over 15% since 2020, with retailers investing more in direct-to-consumer access across digital and mobile platforms.

Institutional sentiment and stock performance: DICK’S and Uber diverge

As of June 12, 2025, DICK’S Sporting Goods Inc. (NYSE: DKS) is trading at $183.45, reflecting a year-to-date decline of approximately 21%. The stock reached a 52-week high of $254.60 and has seen volatility due to its recent $2.5 billion acquisition of Foot Locker, which some analysts believe could dilute short-term margins. Its price-to-earnings (P/E) ratio currently stands at 13.03, with a forward P/E of 12.47.

Despite a 4.5% increase in comparable sales in Q1 2025, institutional sentiment remains mixed. Approximately 65.85% of DKS shares are held by institutional investors, including Wealthfront Advisers LLC, Wellington Management, and Victory Capital. Analysts view the Uber Eats partnership as a long-term margin enhancer but remain cautious due to execution risks associated with the Foot Locker integration.

In contrast, Uber Technologies Inc. (NYSE: UBER) is trading at $85.36, up nearly 38% YTD and recently hit an all-time high of $93.60. Uber’s P/E ratio has improved from 66x to under 16x since 2023, supported by better profitability and operating margins in the delivery segment. Analysts from RBC Capital Markets and JPMorgan maintain a Buy rating, with price targets ranging from $94 to $105. Uber’s diversification into everyday goods—including the DICK’S partnership—is viewed as a significant driver of delivery-side revenue, which totaled $3.2 billion in Q1 2025.

Major institutional holders in Uber include Vanguard Group, Capital Research Global Investors, and Bank Julius Baer & Co. Ltd Zurich, reinforcing the stock’s institutional strength.

How the Uber Eats experience integrates with in-store inventory

The user journey for shopping through Uber Eats follows a frictionless process: users navigate to the “Retail” tab in the app, select a local DICK’S Sporting Goods or Golf Galaxy store, and browse available inventory. Items can be scheduled for delivery or ordered on demand, with real-time tracking provided through Uber’s logistics interface.

For DICK’S, real-time inventory sync is managed through existing omni-channel platforms, allowing visibility into in-stock SKUs and optimizing fulfillment routes for faster delivery. This ensures that product selection is aligned with physical store availability and avoids cancelations due to stockouts.

Strategic outlook for DICK’S Sporting Goods and Uber Technologies

Analysts expect the Uber Eats partnership to incrementally boost DICK’S digital sales during peak periods like back-to-school and holiday seasons. While not transformative alone, it enhances convenience, improves customer retention, and aligns with shifting consumer expectations toward same-day availability.

For Uber, the deal strengthens its non-food delivery credentials and increases average order value. With Uber targeting “super app” status integrating transport, food, pharmacy, and retail, deals like this are seen as foundational to long-term platform stickiness.

The strategic outlook for both firms is positive but bifurcated: Uber is expected to continue outperforming on valuation and growth metrics, while DICK’S will need to demonstrate execution discipline on its recent acquisitions and omni-channel investments to stabilize sentiment.