As of February, 2018, DICK'S Sporting Goods, a sports and outdoors accessory and equipment retailer founded in 1948, operates more than 715 locations. But they just announced one product they will no longer offer in any of their stores or online: assault-style rifles.

And that was not the only change DICK's made.

"Beginning today, DICK’S Sporting Goods is committed to the following:

• We will no longer sell assault-style rifles, also referred to as modern sporting rifles. We had already removed them from all DICK’S stores after the Sandy Hook massacre, but we will now remove them from sale at all 35 Field & Stream stores.
• We will no longer sell firearms to anyone under 21 years of age.
• We will no longer sell high capacity magazines.
• We never have and never will sell bump stocks that allow semi-automatic weapons to fire more rapidly."

"We hope others join us in this effort to let our kids know that their pleas are being taken seriously."

Some will say these steps can’t guarantee tragedies like Parkland will never happen again. They may be correct – but if common sense reform is enacted and even one life is saved, it will have been worth it."

"We deeply believe that this country’s most precious gift is our children. They are our future. We must keep them safe."

The announcement comes two weeks after the attack at Marjory Stoneman Douglas High School in Parkland, Florida, where a 19 year old gunman killed 17 people. DICK's strong response carries further clout, coming not from an airline or car rental agency, but from a prominent national gun retailer.

Other corporations issued carefully worded statements, severing ties with the largest gun lobby in the USA, the National Rifle Association (NRA). Few cited culpability or the Parkland school shooting  tragedy.

But Edward Stack, the 63-year-old son of DICK's founder and current chief executive, minced no words and coddled no feelings. His statement makes it clear his company’s new policy directly resulted from the Florida shooting and its aftermath.

He also challenged other companies to put people before profits and urged elected officials to pass common sense gun reform, putting constituents before lobbyists.