Dick's Sporting Goods launches new DSG brand

By

Gabriella Lacombe

Published
Aug 2, 2019

American athletic retailer Dick’s Sporting Goods has announced the launch of DSG, a new line of athletic gear and apparel. 

The new brand will be sold exclusively through the retailer, and will offer a variety of athleticwear for women, men and children. Products include leggings, tanks and bras for women, as well as performance tees and sweatshirts for men, ranging in price from $15 to $40. In addition, the line will also offer a variety of youth apparel in sizes XXS to XL, from graphic tees and backpacks to lunch boxes and cleats. 

In a press release, Dick’s said the new brand is designed to be an affordable access point to sportswear for all members of a family. 

“We saw an opportunity to better serve more athletes by designing quality products at a value that fits everyone,” said Nina Barjesteh, senior vice president of product development at Dick’s Sporting Goods. “DSG is a brand with a purpose that is born from sport, and has something to offer every athlete, no matter their size, skill, age or budget.”

The retailer said that for every DSG item purchased, 1 percent of the purchase price will be donated to the Dick’s Sporting Goods Foundation’s Sports Matter program to support youth sports.

The new brand follows the Pennsylvania-based retailer’s announcement of a $2.6 million decrease in first-quarter net income earlier this year in May, despite progress in e-commerce revenues.

Dick’s total net sales for the first quarter increased 0.6% to approximately $1.92 billion, up from $1.91 billion in the same period in the previous year, while same-store sales were flat.

Net income was $57.5 million, down from $60.1 million in the prior-year period.