At a time where the only thing a company has to do to sell firearms, ammo and accessories is to unlock their doors, Dick’s sales have flat-lined. In fact, their sales dropped 2.2 percent in the fourth quarter of 2012 compared to 2011 and their shares 10 percent in the last quarter.

Dick’s CEO pointed his finger squarely at, well, Lance Armstrong. “People had a very negative reaction to the Livestrong brand,” he said at an earnings report.

Denial is strong with this one. Eff Dicks!