Dick’s Sporting Goods Inc. (NYSE: DKS) launched VRST, a men’s sportswear brand.
What happened: VRST offers a range of commuter pants, joggers and shorts, as well as t-shirts, hoodies and quarter zip fasteners. Prices range from $ 30 to $ 120 with size options from S to XXL.
VRST will have its own e-commerce and digital platforms and will initially be sold online at VRST.com and Dicks.com before being available in Dick retail stores in the coming weeks.
Why it matters: VRST is only the second brand to be sold exclusively by Dick’s and joins the Calia by Carrie Underwood line for women launched in 2015.
With the establishment of its own line in the so-called “athleisure” category, Dick’s directly challenges them Lululemon Athletica Inc. (NASDAQ: LULU), Nike Inc. (NYSE: OF) and Under Armor Inc. (NYSE: UAA) in a category that represented 45% of the total men’s clothing market in 2020, according to consumer research firm NPD Group.
“With the continued intersection of casual wear and sportswear, we’ve seen an opportunity for a men’s line,” said Nina Barjesteh, senior vice president of product development at Dick, who added that the line “offers comfortable, stylish items with premium workmanship” may be in around town, with friends, or at work or at home. “
(Part of the new VRST line. Photo courtesy of Dick’s.)
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