DICK’S Sporting Goods Introduces VRST Clothing Brand

DICK’S Sporting Goods has rolled out its VRST athletic clothing brand, which is developed for the “modern active man who lives life on the go,” according to a Tuesday (March 16) announcement.

The Pittsburg, Pennsylvania-based sporting goods retailer said the brand is only available on VRST.com and its website, while it will launch in over 400 DICK’S Sporting Goods stores throughout the country in future weeks.

“With the continued intersection of casual wear and athletic apparel, we saw a white space opportunity for a men’s line,” DICK’S Sporting Goods Senior Vice President of Product Development Nina Barjesteh said in the announcement. “The VRST line leverages our expertise in athletic apparel, technology and the in-house design capabilities we have been building over several years.”

The clothing line includes different kinds of shorts, joggers and commuter pants, in addition to quarter-zips, hooded sweatshirts and tees. Products in the collection run between $30 and $120, with inseam and waist sizing choices beyond standard sizes.

VRST will be positioned within DICK’S Sporting Goods locations, marked by signage with stylized imagery that highlights the brand. Moreover, VRST will be one of only two DICK’S-exclusive brands to have its own eCommerce and digital platforms.

In other DICK’S Sporting Goods news, the retailer announced last month that it will add five new locations in five states this month, at a time when its digital sales have doubled.

The news comes as Kohl’s introduced its FLX private-label athleisure brand, which is available in more than 300 physical retail locations and online. Kohl’s referred to FLX as a brand for men and women that highlights “size-inclusive, stylish active and casual separates made with high-quality performance fabrics and functional details.” The FLX collection encompasses core merchandise as well as changing “seasonally relevant” items. Kohl’s Chief Merchandising Officer Doug Howe said in a previous announcement that “the addition of FLX demonstrates our continued commitment to growing our active business and evolving our brand portfolio to meet the needs of today’s consumer.”