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Consumer expectations are changing. Increasingly, apparel brands that project “inclusivity” by appealing to a broad range of body types are the brands that consumers are willing to give their loyalty. We have seen Nike debut plus-size mannequins at its London store, and throughout the space, we have seen an increase of varied, “everyday” bodies used in advertisements.
Now, Dick’s Sporting Goods has announced the launch of DSG, its newest athletic gear and apparel line that offers athletes an expanded assortment of styles and sizes for women, men, and youth. Exclusively sold at Dick’s stores nationwide and on dicks.com, DSG is designed to make sports accessible for every athlete and every family. From the parent on-the-go to kids playing soccer for the first time, this line provides apparel and equipment that’s stylish, versatile, and affordable.
“We saw an opportunity to better serve more athletes by designing quality products at a value that fits everyone,” says Nina Barjesteh, Senior Vice President of Product Development at Dick’s Sporting Goods. “DSG is a brand with a purpose that is born from sport, and has something to offer every athlete, no matter their size, skill, age, or budget. We look forward to supporting more athletes on every step of their athletic journey.”
Key pieces of the apparel line include a variety of leggings, tanks, and bras for women, and performance tees and sweatshirts for men, ranging in price from $15 to $40. DSG also offers an expansive assortment of apparel (covering sizes from XXS to XL) and products for kids just in time for back to school, including youth graphic tees, backpacks, lunchboxes, soccer balls, cleats, and more.
Additionally, DSG’s purpose, to support and equip all people to thrive through sport, goes beyond its affordable prices and expanded sizes. For every DSG item purchased, 1 percent of the purchase price will be donated to the Dick’s Sporting Goods Foundation’s Sports Matter program to help save youth sports. The retailer has indicated that DSG will be prominently located within each store and accompanied by new signage with stylized photography to inspire looks from the new brand.
It’s worth noting that inclusiveness, as a strategy, stands to benefit brands like Dick’s. Competition in the e-commerce space offers consumers a wide range of sizes, which they are then able to order to their homes, without fear of judgment. Any brand that ignores the public’s increasing consciousness of varied body types could be missing an opportunity.
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