Building off the success of brands such as CALIA by Carrie Underwood, Field & Steam and Walter Hagen, DICK'S continues to expand its private brand offering
April 20, 2017: DICK'S Sporting Goods announced today the launch of Second Skin, a complete line of technology-rich compression apparel developed by DICK'S Sporting Goods for both male and female athletes, available exclusively online at SecondSkin.com and dicks.com.
Second Skin is designed for high-intensity athletes who are constantly striving to meet and surpass individual fitness goals. These athletes are an underserved and growing population, ranging from long distance runners and triathletes, to functional fitness and high intensity interval training enthusiasts, to obstacle course racers and anyone who enjoys intense training or competitions. The new compression line supports athletes throughout their fitness journey – from training, to competition and beyond.
"We saw an opportunity to better serve our customers by designing and building products for a specific type of athlete who participates in sports with unique demands like obstacle course racing and functional fitness and puts incredible pressure on his or her body to perform at its peak," said Ryan Eckel, Vice President of Brand at DICK'S Sporting Goods. "We created Second Skin to provide these athletes with gear constructed to support them every step of the way."
The exclusive private brand follows suit with other DICK'S Sporting Goods brands such as CALIA by Carrie Underwood and Field & Stream, bringing premium high-quality products to consumers at more desirable price points.
Second Skin has enlisted more than 200 athletes who are well respected in their individual fitness communities and include local fitness trainers and mentors, including three elite athletes who compete on a national stage:
- Hunter McIntyre - elite Spartan Race athlete, Obstacle Course Racing Champion and Spin instructor
- Christmas Abbott - CrossFit Games Athlete and Best-Selling Author
- Ryan Hall - Olympic marathon runner and American Record Holder
"More and more high intensity athletes are looking for an athletic brand that truly understands our mentality," said Second Skin ambassador, Christmas Abbott. "We think, train and perform differently, and want to connect with a brand that values functionality and performance above all, just like we do."
Throughout the year, Second Skin customers will see social and digital content from these athletes who will illustrate how they rely on Second Skin while training to perform at their best.
Key pieces of the line include a variety of compression tops and bottoms for men and women, ranging in price from $40 to $70. The complete line combines fit, function, sophistication and higher-grade compression technology to support high-intensity training athletes in reaching their next level. Customers will see advanced muscle zoning technology, and the product is designed to move with the body.
Second Skin is available immediately online only at SecondSkin.com and Dicks.com with an expanded assortment of products available in-store and online later this year.
For more information, please visit SecondSkin.com. Customers can also follow the latest news from Second Skin by liking the Second Skin Facebook page - Second Skin Gear - or following the Instagram handle - @SecondSkinGear.
About DICK'S Sporting Goods, Inc.
Founded in 1948, DICK'S Sporting Goods, Inc. is a leading omni-channel sporting goods retailer offering an extensive assortment of authentic, high-quality sports equipment, apparel, footwear and accessories. As of January 28, 2017, the Company operated more than 675 DICK'S Sporting Goods locations, serving and inspiring athletes and outdoor enthusiasts to achieve their personal best through a blend of dedicated associates, in-store services and unique specialty shop-in-shops. Headquartered in Pittsburgh, PA, DICK'S also owns and operates Golf Galaxy and Field & Stream specialty stores, as well as DICK'S Team Sports HQ, an all-in-one youth sports digital platform offering free league management services, mobile apps for communications and live scorekeeping, custom uniforms and FanWear and access to donations and sponsorships. For more information, visit the Press Room or Investor Relations pages at Dicks.com.