Dick's Sporting Goods Collaborates with Carrie Underwood

More and more athletic women are wearing workout gear as everyday fashion. The same is true for some women who never go near a gym. This phenomenon has opened the doors to a new fashion trend and Dick’s Sporting Goods is taking advantage of it. Since women’s activewear is booming, the top sporting goods retailer recently released a new activewear line, called CALIA, in collaboration with singer Carrie Underwood. According to People magazine, the American Idol winner “wanted to create workout clothes that women would feel comfortable wearing to the gym and then running errands afterwards.” The line will include print leggings, tanks, and fitted t-shirts.

The top sporting goods retailer is betting on this new activewear line to boost sales and continue its growth in the market. Dick’s Sporting Goods’ Chief Merchandising Officer, Lauren Hobart, stated, “Women now make up half of the shoppers in the sporting goods category.” According to data from The NPD Group market research firm, women’s activewear sales rose 8 percent last year. This rise explains why the leading sporting goods retailer is expanding floor space and product assortment devoted to women’s attire across all of its 603 stores.

Dick’s Sporting Goods has built success on carrying well-known brands such as Nike and Under Armour. Nike Inc. reported that sales from its women’s sector grew faster than men’s last year and represented about 18 percent of the activewear brand’s total revenue. Under Armour uses ad campaigns starring famous, fit women including ballerina Misty Copeland and supermodel Gisele Bundchen to market its newest women’s activewear products.

In Chain Store Guide’s database of Apparel Specialty Stores, there are 360 apparel and sporting goods chains that currently sell women’s sports and activewear. Expect this number to increase as the desire for activewear for the everyday woman continues to grow.