Dick's Sporting Goods expands into Western Wisconsin

A new store opening always is an exciting time for Dick's Sporting Goods community marketing manager Matt Teske, especially if the store is the first in a city.

With the new La Crosse location scheduled to celebrate its grand opening Friday, Teske is looking forward to the trip to western Wisconsin. The new store will be the 603rd store in the U.S. for Dick's, the ninth in Wisconsin and an expansion into the western portion of the state.

"We're always looking for communities where we can serve their needs," Teske said. "Wisconsin has been a really strong market for us, but until now, most of the stores have been in the eastern part of the state."

Teske said this is a good move for the company, which sells athletic apparel and equipment along with hunting, camping and outdoor gear. The availability of good locations to place a store isn't always in Dick's control, Teske said, and this time the company was fortunate to get a location with good visibility from a high-traffic highway.

"We like to take opportunities when we see them," Teske said. "This gives us the opportunity to serve customers we weren't before."


Dick's grand opening celebration begins at 8 a.m. and runs through Sunday, with gifts and prizes and a visit noon to 2 p.m. Sunday by former Green Bay Packers offensive lineman Jerry Kramer.

The new location will employ about 50 people, Teske said, and Dick's works to get involved in the community. Teske said he was looking forward to his first visit to the area during the opening.

"It's always exciting when we can open up in a new community," Teske said. "Especially in a community where we haven't had a store before."

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