• New York Times, Monday, August 15, 2011 9:30 AM

Through a program it calls Protecting Athletes through Concussion Education, or PACE, the retailer will pay for neurocognitive testing of student athletes in more than 3,300 schools, totaling more than a million students.

And a new TV spot has a former Pittsburgh Steelers player inside a Dick's store, picking up a helmet and saying, "You wouldn't get on the field without this -- and you shouldn't get on the field without a baseline concussion test either."

The commercial, which closes with Jerome Bettis saying, "Let's bench concussions with the help of Dick's Sporting Goods," was produced in-house and is scheduled to be introduced Monday.

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