The long-dark Sears building at Stonebriar Centre is about to roar back to life. Dick's Sporting Goods will open its House of Sport concept inside the former department store next Friday, October 23, bringing rock climbing walls, golf simulators, putting greens and a lineup of celebrity athletes to the Frisco mall.
The opening caps a journey that began around the end of 2024, when Dick's acquired the Sears space at Stonebriar Centre. Community Impact reported the planned House of Sport opening. That anchor building had sat empty for more than five years after Sears filed for bankruptcy in 2018, as new brands arrived at Stonebriar Centre, according to the Dallas Business Journal. Sears was an original anchor when Stonebriar Centre opened in 2000, making its replacement a notable bookend for the quarter-century-old mall.
Celebrity Athletes Headline a Weekend-Long Celebration
Dick's has planned a weekend-long opening celebration running through October 25, featuring discounts alongside appearances from former Dallas Cowboys linebacker DeMarcus Ware, current Cowboys tight end Jake Ferguson and Dallas Wings guard Azzi Fudd, per the same Community Impact report. The new store at 2605 Preston Road will primarily sell athletic gear, apparel and footwear, but its real draw is the interactive format: rock climbing walls, golf simulators, putting greens and other hands-on activities that set House of Sport apart from a standard Dick's location.
That format has proven lucrative elsewhere. House of Sport stores generate roughly $35 million in average first-year omnichannel sales, compared to about $14 million for a standard 50,000-square-foot Dick's store, per data cited on Reddit. The experiential stores also pull far more foot traffic than their traditional counterparts — five to six times more visits per store, according to retail analytics firm Placer.ai, which found that an early Minnesota location drove a 20 percent surge in total mall visitation.
Mall Plans to Reclaim Dick's Old Footprint
Stonebriar Centre has an existing traditional Dick's store separate from the new House of Sport location in the former Sears space. The existing store occupies space that previously belonged to Galyan's before Dick's took it over.
The Frisco debut fits into a broader Texas rollout for the concept. A more than 100,000-square-foot House of Sport opened at Live Oak Town Center in San Antonio in October 2025, anchoring a 111-acre development alongside existing Texas locations in Katy and Friendswood, according to Weitzman. Nationally, Dick's executives adjusted their rollout pace this year, planning 14 House of Sport stores in 2026 and 18 more in 2027, with 67 locations projected by the end of 2027, per SGB Media.
Why Frisco Made Sense for the Experiential Format
Frisco markets itself as “Sports City USA,” serving as home base or training hub for the PGA of America, the Dallas Cowboys at The Star, FC Dallas at Toyota Stadium and the Dallas Stars, according to the Frisco Economic Development Corporation. That concentration of professional sports infrastructure, paired with the area's spending power, makes the suburb a natural fit for a format built around hands-on athletic experiences. Frisco added more than 18,000 residents between 2020 and 2023.
The House of Sport arrival also lands amid an anticipated refresh at Stonebriar Centre, with Alo Yoga, Abercrombie & Fitch, Urban Outfitters and Little Woodrow's expected to join the mall, as Hoodline previously reported. Dick's has also invested $98 million into an 800,000-square-foot regional distribution center in Fort Worth, slated for completion in 2026.
