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In its new spring campaign “Always Open,” Dick’s Sporting Goods features potential shoppers browsing its mobile app during downtimebefore a college lecture, commuting home on the bus and in a locker room before a sports event.

The new campaign is meant to highlight Dick’s digital prowess and ecommerce capabilitiesonline orders in the fourth quarter of last year, at $440 million, represented nearly a fifth of net sales. Yet the marketing tagline could also be “Still Open,” as Dick’s, unlike the majority of its competitors who have shuttered, declared bankruptcy and disappeared, remains one of the last men standing in the sporting goods retail arena.

Yet even though it has capitalized on the demise of retailers like Sports Authority, which went under last year, and gained market share, Coraopolis, Penn.-based Dick’s, a chain with 675 locations, is not immune to the malaise affecting many retailers. Its fourth quarter earnings missed analyst expectations and sent investors into a selling spiral earlier this month. But those expectations may have been too highDick’s reported positives, with same-store sales increasing 5%, net income of $90.2 million, and a 10.9% rise in net sales to $2.5 billion.

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