I find their prices to be between Bass Pro and Academy with a limited selection. Their ammo and knife selection suck. They do carry some nice outerwear at decent prices. We went a few weeks ago and waited 20 minutes for someone to help us in the sporting goods dept.
What I have found about Dicks is they are a clothing store which specializes exercise and outdoor clothes and they have some equipment in relation to the clothes they sell. They are expensive but have some good sales and or coupons. We were just at the Dicks at Tulsa Hills and they had all their heavy coats for 75% off! Still did not buy anything though! Academy still gets most of my money in relation to outdoor stuff
I went to Dicks in Ba today just because I had a $20.00 credit and couldnt find anything in fishing. Hunting and ammo was ver high, There clothing and team sports is comparable to academy but everythig else is not.