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.CNBC