Sports retail giant Dick's Sporting Goods introduces a new menswear line.

Sports retail giant Dick's Sporting Goods introduces a new menswear line.

In a strategic move to tap into the rapidly growing athleisure market, Dick's Sporting Goods has launched VRST, a new men's athletic wear brand. This private label offering aims to provide stylish, functional apparel that caters to the needs of men seeking versatile clothing for both workouts and everyday comfort [3].

### The Strategy Behind VRST

The launch of VRST is part of Dick's Sporting Goods' strategy to expand its private label portfolio and create unique, cost-effective products. By doing so, the retailer aims to improve margins and foster brand loyalty [1][3]. VRST complements other successful private labels such as CALIA by Carrie Underwood for women and DSG for value-focused apparel.

The brand taps into the athleisure trend, which combines athletic functionality with casual style. This appeals to a growing segment of men who prefer versatile clothing that suits workouts as well as everyday wear, aligning with health-conscious lifestyles and casual dress norms [3].

VRST is available both in-store across Dick's 850+ locations and online, leveraging the retailer's broad distribution and omnichannel capabilities to maximise reach and convenience [2][3]. The brand also gains visibility through platforms like TikTok, with influencer partnerships showcasing fits and styling options, appealing directly to a younger, style-conscious demographic [2].

### Comparing VRST to Competitors

While VRST aims to carve out a distinct position in men's athleisure, it faces competition from established brands like Lululemon and Nike.

Lululemon is a premium, high-end brand known for its lifestyle-driven activewear and strong community and wellness branding. Its price points are focused on premium quality and design. Nike, on the other hand, is a global leader in performance, innovation, and lifestyle sportswear with wide athlete endorsements. Its price tiers vary, but it is generally more expensive than VRST [1].

VRST focuses on men's athleisure apparel, whilst Lululemon offers a broad activewear range with a strong presence in yoga and fitness wear. Nike, meanwhile, has an extensive range including performance sportswear, apparel, and footwear for all sports [1].

In terms of market reach, Lululemon is international, while Nike has a global omnichannel presence. VRST, however, is mainly U.S.-based through Dick's retail and online platforms [1].

Both Lululemon and Nike invest heavily in innovation and design, but VRST is still developing its design processes under new leadership, with an emphasis on trend-aligned, functional apparel [1].

### Dick's Sporting Goods' Performance

In 2020, Dick's Sporting Goods brought in more than $1.3 billion in sales from its vertical brands. The retailer also experienced a 9.9% increase in comparable sales for fiscal year 2020, with digital sales doubling during the same period [3].

Calia, Dick's private label activewear line for women, is the second-largest women's athletic apparel brand behind Nike [3]. As athletics retailers push more into the direct-to-consumer space, Dick's Sporting Goods continues to sell a variety of brands but is also focusing on its own lines such as VRST to compete effectively [3].

Meanwhile, Nike is furthering its Nike Direct strategy, which includes enhancing digital offerings and paring down its partners in favor of direct-to-consumer channels [3]. Adidas also aims for DTC to make up 50% of its sales by 2025 [3].

In conclusion, VRST is Dick's Sporting Goods’ effort to carve out a distinct position in men's athleisure, balancing style, performance, and value. The brand relies on its core retail strengths and private label expertise to differentiate from premium brands like Lululemon and athletic giants such as Nike [1][2][3].

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