ASHA HITS THE POOL: A former swimsuit model, Asha DeMarco, has launched Asha Couture, a swimwear collection. The 26-year-old, who studied marketing in college, said she spent the past year putting together a team that has been in the apparel business for more than 20 years. DeMarco’s swimwear is targeted at teens to women in their 40s.

Based in Seattle, Asha Couture plans to relocate in February to Los Angeles where production is based. The swimwear’s average wholesale price is between $35 and $55. Asha Couture ships to 15 stores in December and expects to sell 1,300 suits in its first season, DeMarco said.

NIKE’S FITNESS MOVE: Nike is pitching in for a national initiative that aims to encourage physical activity among children and adolescents, and to fund research about the problem. Called “Shaping America’s Youth,” the project will center on setting up programs to help sedentary children exercise.

DICK’S NAMES VP: Denny Feldmann, a 30-year veteran in the sporting goods business, has joined Dick’s Sporting Goods as vice president and general merchandise manager. Most recently, he was senior vice president and general merchandise manager for outdoor equipment.

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