Forget sports equipment and sneakers.

Dick’s Sporting Goods is focusing on the human drama of athletic competition through movies these days.

Via its foundation, which focuses on youth sports, the retailer is generating a lot of buzz.

Its documentary from last year, “We Could Be King,” about two rival Philadelphia high-school football teams, won an Emmy and was presented at the Tribeca Film Festival.

The retailer has two more documentaries queued up, one about a girls lacrosse team from upstate New York and the other about three-time beach volleyball gold medalist Kerri Walsh Jennings.

The girls lacrosse documentary is slated to air on ESPN.

“This unlocks a lot of new territory to push the brand and business through emotional storytelling,” said Ryan Eckel, vice president of brand marketing.