Case Study: DICK'S Sporting Goods achieves centralized identity for 1.5M+ customers and 4.8% YoY sign-in growth with Auth0

DICK’S Sporting Goods Centralizes Identity for 1.5M+ Customers

DICK'S Sporting Goods, a leading omni-channel retailer serving millions of athletes, faced a fragmented digital experience: five web and mobile apps with four different logins that drove customer-service calls and frustrated users. To deliver a seamless omnichannel experience and tighten security, the company needed a single, consistent authentication solution for its digital properties.

DICK'S partnered with Auth0 and rolled out a centralized identity on Auth0's Private Cloud, first for Golf Galaxy and then for Dicks.com, completing the consolidation in about six months and covering 1.5M+ customers. The unified login increased sign-ins 4.8% year‑over‑year, reduced support complaints, improved threat detection and uptime, and freed development teams to focus on higher‑value initiatives like curbside pickup.

Dick’s Sporting Goods

Nathan Milliren

Principal Software Engineer