Released: July 21, 2015
It was just released that one of the world’s largest sporting goods, fitness apparel retailers Dick’s Sporting Goods to turn focus into increasing retail space for women’s fitness apparel and accessories. Dick’s Sporting Goods will be building boutiques specifically for women’s fitness apparel, accessories and equipment under the brand “Chelsea Collective.” They will also be creating a house-brand “Calia” inspired and promoted by country music star Carrie Underwood. Calia will be the featured brand in these boutiques.
Dick’s Sporting Goods senior vice president Lauren Hobart states, “As leaders in sporting goods and fitness apparel, we wanted to provide a destination for women who are on their own personal fitness journeys.” Those journeys are growing…rapidly.
An overwhelming increase in the competitiveness with women in fitness, it is clear that women are giving the guys a run for their money. Whether it’s CrossFit, bodybuilding, powerlifting, or just overall athletic conditioning, many women have broken through their niches as some of the top athletes in the world. Kudos to you Dick’s Sporting Goods for providing women even more tools for growth! Look out fellas, a woman out there is warming up with your PR. Ouch!