Dick's Sporting Goods adds new compression apparel brand to private label business

By

Cassidy Mantor

Published
Apr 21, 2017

Dick's Sporting Goods is adding to its private label portfolio with the launch of Second Skin compression apparel for both men and women.

Following on the heels of the success of other private label experiments, Second Skin will offer a technical performance assortment of compression clothing for athletes. It joins Calia by Carrie Underwood and Field & Stream as Dick's other private label brands.

"We saw an opportunity to better serve our customers by designing and building products for a specific type of athlete who participates in sports with unique demands like obstacle course racing and functional fitness and puts incredible pressure on his or her body to perform at its peak," said Ryan Eckel, Vice President of Brand at Dick's Sporting Goods.

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Second Skin will offer a lower price point than other brand name baselayers from Nike and Under Armour. It offers similar features as competitors with attention to fit, function, and higher grade compression technology targeting specific muscle zones.

Price points will range from $40 to $70 for tops and bottoms.

Dick's has enlisted support of over 200 athletes to support the line including marathon runners, cross fit training athletes, and competitive Spartan and obstacle course racers.

Second Skin is available online at secondskin.com as well as through the Dick's website. Dick's is planning a retail rollout later this year as well as expanding the product line online at that time.