Marketing Currents - Business and Marketing Current Events

Dick’s Sporting Goods launches its own men’s athleisure line, rivaling Lululemon


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.

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Discussion Questions:

  1. What is competition?
  2. What is athleisure?
  3. Why do you think Dick’s is launching their own athleisure line?
  4. Who might represent Dick’s competition in the athleisure market?
  5. What is pricing?
  6. How might pricing impact sales of Dick’s new products?
  7. Why is it important to get pricing right with the launch of a new product?
  8. How might Dick’s develop a competitive advantage?
  9. In your opinion, will Dick’s new athleisure products be popular with consumers? Why or why not?
  10. What is a brand?
  11. What is the name of Dick’s new brand of athleisure?
  12. Why do you think they launched a website featuring the new products independent of the Dick’s website?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.