Dick’s Sporting Goods wants you to show people your armpits just like Carrie.
The Adidas section at your local Dick’s Sporting Goods stores might seem a bit smaller soon, as the company has decided to hitch its apple wagon to a celebrity star and turn the spotlight on its new line of women’s workout gear.
Dick’s announced today that it’ll be cutting back on items from Adidas and Reebok (which is also owned by Adidas), to make room for a line of fitness clothing launching Thursday called Calia by Carrie Underwood, reports the Wall Street Journal.
(For those not in the know, Underwood is an American Idol winner and country singer/star famous person.)
Dick’s Chief Executive Ed Stack said Calia is going to be the main focus this spring season, as other apparel makers try to step up their women’s sportswear offerings as well.
Because anyone who’s ever worn yoga pants knows they’re not just for the workout — no way, soft pants (or any “athleisure” items) are for any time you darn well please. And retailers know this.
“This is a category that’s a terrific category right now,” Stack told the WSJ.
Adidas, which was passed by Under Armour last year for the No. 2 largest athletic gear maker by retail sales behind Nike, didn’t provide a comment regarding the section shrinkage to the WSJ.
Dick’s Kicks Adidas Off Shelves to Make Space for ‘Idol’ Ware [Wall Street Journal]
by Mary Beth Quirk via Consumerist
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