Dick’s Sporting Goods Launches Its Own Men’s Athleisure Line, Rivaling Lululemon

Dick’s Sporting Goods has entered the hotly contested market for men’s athletic apparel with the launch of its own brand, VRST.

VRST debuted Tuesday on Dick’s website and a stand-alone site. Products of the brand will roll out to more than 400 Dick’s stores in coming weeks, the company said. Items in the line — which include everything from joggers and shorts to T-shirts, quarter-zips, and hooded sweatshirts — retail from $30 to $120, putting it on the higher end of the market.

Following Dick’s success with its Calia athleisure line for women, the retailer said it saw a blank space in its stores to have a more upscale and lifestyle-driven line for men. The line won’t compete directly with the sweat-wicking performance gear sold by Under Armour and Nike. Instead, it’s more similar to Lululemon.