NEW YORK — Dick’s Sporting Goods, which took corporate activism mainstream with its fight against guns, is reviewing its PR agency support, PRovoke Media has learned.

PRovoke Media understands that the Pittsburgh, Pennsylvania-based retailer, which has more than 850 stores across the US, is looking for an agency to handle its consumer PR. The company currently works with 160over90.

The review is currently in its early stages, according to individuals familiar with the pitch.

Founded by 18-year-old Richard Stack in 1948, Dick’s emerged as a leader in corporate activism in 2018 following the Parkland, Florida school shootings.

After pulling assault-style weapons off the shelves and raising the gun-buying age to 21, then-CEO Edward Stack took to TV, saying he expected backlash, but was willing to risk it as his company didn’t want to be part of the ongoing mass-shooting story any longer. Dick’s continues to take action around other pertinent issues such as gender inequality in sports.

Peter Land, a former Finsbury Glover Hering partner and senior VP of corporate communications for AOL, has been Dick’s chief communications and sustainability officer since mid-2020. Dick’s did not respond to request for comment.