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HIBBETT SPORTS

#HIBBETT
STRATEGIC POSITIONING

Isolated Market Focus

Premium Branded Product Offering

Fashion and Performance Consumer Focus

Localized Assortments

Full Service Model

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ISOLATED MARKET FOCUS
Serving small to mid-size markets
1,078 stores in 35 states as of January 28, 2017

Store Growth
Potential 1500+

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TYPICAL HIBBETT MARKETS
ALABAMA ARKANSAS GEORGIA KENTUCKY

Selma Pine Bluff Vidalia Hazard


Troy Mt. Hope Ellijay Hopkinsville
Jasper Forrest City Jesup Middleboro

MISSISSIPPI NEBRASKA NEW MEXICO OKLAHOMA

Natchez Beatrice Idabel


Artesia
Oxford Lexington Muskogee
Kosciusko Clovis Altus
Norfolk
Gallup

TENNESSEE TEXAS VIRGINIA WISCONSIN


Dyersburg Farmville Janesville
Crossville Paris Norton Platteville
Tullahoma Gun Barrel City
Waynesboro Portage
Bay City

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HIBBETT SPORTS IS NEEDED

CUSTOMERS COMMUNITIES

VENDORS LANDLORDS

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ISOLATED MARKETS = LOW COMPETITIVE OVERLAP
**Competitors Measured within 15 Min Drive Time
300

250

200

150

100

50

0
0 1 2 3 4 5 6 >6

281 Stores without a competitor


546 Stores with 1 competitor or less
713 Stores with 2 competitors or less

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ISOLATED MARKETS = LOW COMPETITIVE OVERLAP
**Competitors Measured within 15 Min Drive Time

700

600

500

400

300

200

100

0
FAMILY BBOX MALL CITY REGSP DTC

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MERCHANDISING STRATEGY

DRIVE IMPROVE SALES &


STORE CONVERSION PROFIT
TRAFFIC GROWTH

Inventory
Management &
Buying Marketing & Visual
Planning
Key item strategy Amplify Hibbett brand
Escalate service level
Premium/Segmented/ Engage via loyalty
Leverage system &
Exclusive product Drive traffic through
Consumer focused warehouse capabilities
digital
assortments Utilize Store Typing for
consistency

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STORE TYPING INITIATIVE

Fashion Specialty Athletic Specialty Sport Specialty


Approximately 31% of the Approximately 40% of the Approximately 29%
chain chain
Team Sport/Training
Sneakerhead Focused Fashion Athletic Focused Focused Assortments
Assortments Assortments
Consumer influenced by
Consumer influenced by Pop Consumer influenced by Sport and Competition
Culture Pop Culture and Athleisure
(Music/Celebs/Athletes)
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FASHION SPECIALTY

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ATHLETIC SPECIALTY

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SPORT SPECIALTY

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TARGETED MARKETING STRATEGY
Amplify Brand
Create a consistent brand experience
Elevate Hibbett branded creative
Utilize Vendor Assets
Philanthropy Partnership with American Heart Association

Engage via Loyalty


Hibbett MVP Rewards Enrollment (as of Dec 15): 5.4 million
Mobile Alerts (MMS/SMS, Contests, Sweeps)
Enhanced CRM capabilities with Relate

Drive Traffic with Digital


Social Media (Instagram, Twitter, Facebook)
Mobile Website & Alerts
Hibbett.com Revamp

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OPERATIONAL EXCELLENCE Employee Training

Develop Service Behaviors at all Levels


District Sales Managers (DSM)
Monthly DSM Podcasts & Quarterly Webinars
District Team Leaders (DTL)
Seasoned Head Coaches who perform as District Trainers
Monthly DTL specific webinars
Store Coaches
Hibbett University Program
Monthly Coaches Corner Video Program
Team Members
Monthly H:30 Video Training Program
3point5.com
Rookie Education Program
Footwear Fit Specialist Program

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HIBBETT STORE MODEL 5,000 Sq. Ft. Prototype

Year 5
($ in thousands) Year 1 (mature store)

Investment $200 $225


(Fixtures, Leasehold, Net Inventory)

Sales $725 $950

Store Contribution $116 $209


(Includes Depreciation) 16.0% 22.0%

ROIC
(4-Wall Return, w/o Corp Overhead) 36% 58%

#HIBBETT 16
CAPITAL ALLOCATION STRATEGY

Support Store Growth


New Stores
Expansions

Invest in Technology and Infrastructure


Systems Enhancements Infrastructure and Business Applications
Logistics Network Enhance to Improve Efficiency
Store Refreshes

Return Capital to Shareholders


Share Repurchases

Maintain ~$30 million on Balance Sheet

#HIBBETT 17
KEY INITIATIVES FISCAL 2018
Execute Real Estate Strategy
Continue expansion in California and other attractive markets

Evaluate and expand high performing stores

Close under-performing stores

Roll out Omni-Channel Strategy


Complete Store to Home capability (Save a Sale)

Complete modifications to logistics facility to enable single order fulfillment

Launch e-commerce website

Enhance digital marketing

Enhance Customer Loyalty program


Improve Business Intelligence Capabilities
Optimize Store Typing Strategy

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