# Transgender Corporate Takeovers Chick's Will Change to Dick's By Going Like Sixty | Published 2008-09-06 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/chicks-change-to-dicks-the-jokes-just-write-themselves References: [retail.freedomblogging](http://retail.freedomblogging.com/2008/09/05/dicks-sporting-goods-plans-big-oc-store-chicks-conversions/) Dick's Sporting Goods will change Chick's into Dick's. Dick's has no sporting goods stores in California. Last year Dick's bought 15 Chick's stores in Southern California. The retail chain will convert one Chick's into a Dick's in the third quarter with the rest of the Chick's being converted to Dick's in 2009. **Implications** - The move is definitely a [major undertaking](https://www.trendhunter.com/trends/its-that-simple) for the sporting goods store, although fortunately, they only need to change one letter in order to make the transition. As far as [mergers](https://www.trendhunter.com/trends/67eleven) go, this is definitely one of the more amusing ones out there. Nevertheless, kudos to Dick's for seeing a golden opportunity and making the most of it! ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 25% | Activity: 37% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Transgender Corporate Takeovers:** Dick's Sporting Goods converting Chick's stores into Dick's presents a trend of corporate rebranding and expansion. - **Store Conversion:** The conversion of Chick's stores into Dick's presents a trend of physical store transformations in the retail industry. - **Branding Revamp:** The rebranding of Chick's to Dick's demonstrates a trend of companies refreshing their brand image. ### Where This Applies - **Sporting Goods Retail:** The conversion of Chick's stores into Dick's showcases a disruptive innovation opportunity in the sporting goods retail industry. - **Retail:** The store conversion trend presents an opportunity for innovation in the retail industry. - **Branding and Marketing:** The rebranding of Chick's to Dick's highlights an opportunity for innovation in the branding and marketing industry. ## Related on Trend Hunter - [Retailer Sports Investments](https://www.trendhunter.com/trends/dicks-sporting-goods.md) - [Spicy Tongue-in-Cheek Snack Chips](https://www.trendhunter.com/trends/dicks-hot-n-spicy.md) - [Beauty Corporate Diversity Ads](https://www.trendhunter.com/trends/so-many-dicks.md) - [Wellness-Promoting Employee Initiatives](https://www.trendhunter.com/trends/summer-of-sport.md) - [Burger Chain Rebranding Stunts](https://www.trendhunter.com/trends/chickenfi.md) - [Corporate Inclusion Transformations](https://www.trendhunter.com/trends/corporate-diversity-strategies.md) - [Women's Swimwear Brand Expansions](https://www.trendhunter.com/trends/womens-swimwear-brand.md) - [Multi-Year Youth Sports Programs](https://www.trendhunter.com/trends/youth-sports-organizations.md) - [Rising Rockstar Workwear Collaborations](https://www.trendhunter.com/trends/rising-rockstar-blondshell.md)