Dick's Builds Out Brand Ambassador Roster for Private Labels


Retail Dive | April 30, 2021


In the past several months, Dick's Sporting Goods has launched VRST, tested and expanded clearance-based store formats, teased a new outdoor concept "Public Lands", secured brand ambassadors for multiple private labels, and debuted an experiential store, "House of Sport". While performing strong, a reported record 9.9% comps increase for 2020 and also doubled digital sales.


VRST is the retailer's most recently launched private label. Focusing solely on men, the brand operates in the athleisure space, with joggers, commuter pants and hoodies. DeVonta Smith, the 10th pick in the 2021 NFL Draft, will front the VRST men's apparel line. Smith will represent both athletic and lifestyle apparel and will be featured throughout the brand's merchandising and marketing.


Building out brand ambassadors for private labels, Dick's most recently announced that celebrity dance couple Stephen "tWitch" and Allison Boss would be the first long-term ambassadors for its DSG family athleisure brand. DSG offers an assortment of apparel and equipment for men, women and kids, supporting inclusivity for all athletes.


Carrie Underwood represents CALIA, its women's apparel brand, allowing the retailer to appeal to different demographics and tap into the large audience of their followings. Underwood, Smith and the Boss family all operate in different spheres in the celebrity world and bring in different shoppers to the brand.


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