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Dick’s Sporting Goods debuts a splashy women’s fitness concept

And it's a world away from the fishing rods and camping equipment you're used to seeing.
Dicks Sporting Goods new barre looks. (Photo: DSG)
Dicks Sporting Goods new barre looks. (Photo: DSG)

When you think of Dick’s Sporting Goods you might recall passing rows of fishing rods and golf clubs before making your way to the wall of sneakers. But now, the nationwide sporting emporium has a splashy fitness fashion section curated for women who love barre, kickboxing, and yoga (which might make it a little easier to ignore the camping goods to your right).

The new women’s fitness departments are in most of the retailer’s 550 stores across the country, including Atlanta, Seattle, Chicago, San Francisco, and Boston. They’re filled with floral and tie-dye capris, wrap shoes for barre class, and brightly-colored tanks for yoga, running, and cross-training by brands such as Adidas by Stella McCartney, Reebok, Lucy, and Nike.

Dick's Sporting Goods interactive look book kickboxing
“A lady always wears gloves,” reads the Dick’s interactive look book. (Photo: DSG)

It’s a sign of the chicer, sportier times. Under Armour, an apparel company historically known for their support of professional sports and one of the brands sold at Dick’s, also recently made a big push to appeal to the chic fitness fashion set. Lady Foot Locker launched their own line called Actra, and has made moves to include more female-friendly brands. Now, it’s Dick’s turn.

“We aim to meet the fitness needs of female athletes everywhere—and understand they want the best brands and styles,” says, Dick’s chief marketing officer, Lauren Hobart. And they’re certainly putting some muscle behind it.

With the new women’s-shop-in-shops, Dick’s also debuted an awesome, shopable online look book to match. The interactive look book includes kick-ass videos of women climbing rope, kickboxing, and sun saluting, and inspiring quotes like “Be intimidating on just 5 toes,” “Skip the TV instead,” and “A lady always wears gloves.” And here’s another inspiring idea: Dick’s positive fitness message and array of cheery looks is going into malls where Cinnabon is the hottest draw. That’s nourishing food for thought. —Molly Gallagher

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