Dicks Sporting Goods, mounted at the very top of the store’s entrance. It has a basketball ,soccer ball and a baseball in between its name. Inside the store, you will see different types of athletic wears, gears, sneakers etc. Pictures of top athletes wearing different kinds of sports brands such as Nike, Adidas, Puma, Reebok, Polo, Jordan etc. Each brand has it’s own space organized from the rest. In addition, sports products brands neatly arranged separately from each other, sneakers separated from clothes. Sales associates and other Dicks workers walk all around inside the store. Customer go around looking for their desired sports gears. They try some of the gears and gadgets on. The check out station is located close to the exit door. Security guards walk in the store in and out of the store.

The name of the store is mounted at the very top of the building to make it visible for people far from the store. Basketballs, baseball and soccer ball between the store’s name advertises what’s being sold in there. Moreover it gets the attention of people who engaged in sports. Pictures of athletes wearing different kinds of brands appeals to their fans, making customers want to buy and wear sports gears like their sports idols. People have different kinds of brands in which they are interested in buying their products, separating the brands from each other makes it faster and easier for customer to find what they desire. furthermore, Sneakers and clothes arranged separately at different corners makes looking for sneakers go straight to the sneakers section and those looking for gear clothing to also go straight to that section.

Dicks Sporting Goods is mostly occupied by customers and its workers. Workers often welcomes customers as soon as they enter the store. People try on some the sports gears with smiles on their faces. They look in the mirror whiles trying it on. A boy between age 3 and 5 picked up one of the football boots with “Seattle Seahawks” mascot on it. He kept his mother to buy it for him even though the size of the boot was way bigger than his leg. His mother told him,” i can’t buy this for you, it’s for adults”. His mother picked him up and placed him in the shopping cart, he kept insisting and crying over the boot. His mother paid for what she bought and exited the store but still this was still crying for the boots.

People involved in sports such as school, professional athletes and sports fans often occupy this space  Customers from different kinds of ethnicity, short, tall, black, white etc. Shoppers in groups speaking different kinds of languages, different sexual orientations or genders, parents, children, ages between 2-50 years can be seen in the store most of the time. Sometime people occupy this space just to window shop without making any purchases.. Dicks employees walks around in the store in blue colored shirts and help customer find what they are looking for as well as answering customers questions. Security officers walks in and out most off of the time to make sure customers shop in a peaceful and secured surroundings.

After i was done analyzing the store, I approached a 5’9 African-American man wearing a blue shirt with the Nike logo on his left chest, blue jeans with headphones on in a Dicks sporting and goods store. I asked him his name, “Michael” he answered, and I told him am also called Prince. I asked him if I can ask him few questions about Dicks sporting goods, he happily said “yes” and I thanked him for the opportunity and willingness to spend a few minutes with me. I asked Michael his affiliation with Dicks, he told me he was a customer trying to buy a soccer shin guard. Michael  told me he comes to Dicks because he mostly finds want he wants, it’s convenience, and also it’s 2 miles from his house. Further more i asked him does he prefers shopping at dicks instead of other stores, he said he likes to shop at Dicks because it has a peaceful and calm environment and also it easy for him to find what he wants without wasting much time . I later on asked him if he wished to change anything about Dicks, Michael said if there is anything he will change about Dicks, it will be location of the fitting room and place more mirrors beside clothing shelves.He said because Dicks is mainly a store for sports products with a lot of athletic brands, and also items are neatly arranged in it’s position. Michael said he would definitely recommend Dicks to others, because it has quality products that last longer. In addition i asked how long he’s been shopping at dicks, Michael have been a customer of Dicks for almost 4 years. He has come across one  mean Dicks worker who was refusing to answer his questions and also help to help him find what he was looking for. In addition, michael asked a different worker to help him out, he also told the worker who helped him about the other been mean to him. I thanked him for his time and exited the store whiles he continued to shop.