The Dick's Sporting Goods "rotational pop-up store," Walter Hagen, will open Thursday at 34 Park Place in East Hampton.
So, what's a rotational pop-up store?
Basically, each month, between now and Oct. 18, when it will close, a different Dick's in-house brand will be featured. Until June 28, the focus will be on golf. July and August will feature women's apparel, through the store's CALIA brand, and then from Aug. 27 the store will shift to the back-to-school season.
"This marks the first-time Dick's exclusive brands are showing up in this format," a blog post published Monday says about the store.
"Through interchanging product collections and brand activations — ranging from exclusive capsule launches to pro-led master classes — the shop will offer curated experiences to the local East Hampton community," it continues.
"We hope the store becomes a gathering place for the community, with weekly events and partnerships," said Aimee Watters, the vice president of vertical brand marketing for Dick's.
For the next month and a half, timed to coincide with the U.S. Open at Shinnecock Hills, the focused brand will be Walter Hagen, which offers men's and women's golf apparel, and Maxfli, a golf ball brand.
The store will sell golf accessories and limited-edition U.S. Open licensed merchandise and will be the first place to sell Maxfli's new low-spin golf ball (if high-spin golf balls got you down). Those who buy more than dozen Maxfli golf balls can have them customized. (Customization likely won't start until next week.)
On June 5, the store will host Sean Foley, a Maxfli brand ambassador, featuring live demonstrations. Then on June 15, Ben Griffin, ranked 14 in the Official World Golf Ranking, will visit the store for a live taping of a podcast called "The Fried Egg."
The golf events end on June 17, with a Guild Hall screening of "Finnegan's Foursome," followed by a chat with its writer-director, Ed Burns.