Dick’s Sporting Goods scores B’luru GCC, eyes 400 tech jobs

Bengaluru: The business of sport is increasingly being shaped by technology. US retailer Dick’s Sporting Goods is looking to tap Bengaluru’s engineering talent to build AI, data and sports technology capabilities, setting up a centre that will grow to around 400 employees by 2029.The company, which reported annual revenue of $17.2 billion in FY26, is building an AI-native innovation centre to develop specialised capabilities in AI engineering, data, product security and sports technology. The centre, which will start with about 10 employees, will function as a microcosm of the company's US-based technology organisation.The Bengaluru centre, called DK Sports, will support the group’s three businesses — Dick’s Sporting Goods, Foot Locker and GameChanger — and focus on building capabilities that can be deployed across the global organisation.“We are building an AI-native innovation centre. The focus will be on developing specialised capabilities in AI engineering, data, product security and sports technology, supporting all three banners,” said Kaushik Das, managing director at DKS Sports ACC, who is leading the India tech hub.The centre will work on intelligent AI agents, automation and enterprise-grade capabilities. Its initial focus will be on AI engineering, data and product development.The company chose Bengaluru for its technology ecosystem and access to engineering talent. The centre is expected to play a role in bringing together the technology requirements of its three businesses, particularly in improving customer experiences and enabling employees.AI is already being deployed across parts of the retailer’s operations. Coach by Dick’s is using AI to bring the company’s expertise into digital customer experiences, while GameChanger is deploying AI tools to help coaches plan and analyse game footage.The company is also exploring applications in inventory allocation, product recommendations and personalisation. On the operations side, AI is expected to help automate repetitive tasks and enable employees to focus on higher-value work.Foot Locker, which was acquired for $2.5 billion, became part of the group last year, has expanded its global footprint. The combined organisation has more than 100,000 employees globally, including around 30,000-31,000 full-time employees and approximately 73,000 part-time employees, according to Das.The Bengaluru centre’s mandate will span AI and agentic engineering, data engineering, product security and sports performance technology. Its workstreams and outcomes will have shared ownership with the global technology organisation.You use AI every day. Now get your AI Quotient. Take the AIQ test.