Dick's Sporting Goods brings private label compression brand in store

By

Cassidy Mantor

Published
Jul 22, 2017

Dick's Sporting Goods is taking an aggressive stance against vendor partners by launching its private label compression brand in stores next week.

The compression brand is called Second Skin and had a soft launch online in April. Next week Dick's will roll out a full men's and women's assortment throughout its store network. The in store assortment will include technical tops, bottoms, layering pieces and outerwear similar to what Nike, Under Armour, Reebok and Tyr currently sell at Dick's.

Dick's private label line is designed to target triathletes, competitive obstacle course racers, long distance runners and CrossFit athletes. The technology used in the compression garments involves temperature control, zoned compression, anti-chafing flatlock seams, vent panels and moisture wicking fabrics.

Ryan Eckel, VP of Brand Marketing at Dick's Sporting Goods said that they put "performance first" when developing the line. He continued, “These athletes are doing incredibly intense fitness routines and need high levels of support and protection from their training gear.”

Dick's is working with 200 athletes, trainers and mentors to connect the fitness community with the brand. Two ambassadors have been recruited to promote the brand. They are elite obstacle course racer Hunter McIntyre and author/athlete Christmas Abbott.

Dick's has been growing its private label business steadily in an effort to avoid the same fate as the now-defunct Sports Authority. Second Skin joins Carrie Underwood's Calia brand which Dick's reports is the #3 women's brand sold in store. In March, CEO Ed Stack said the company was going to be "investing very heavily" in private label.

Second Skin will officially launch in Dick's stores July 28th and will be available both online and at Dick's network of 350 stores across the country. The full assortment covers a range of price points from $35-$150.