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Sports Authority Opens ‘Aquatic Zone’ Shop-in-Shops

The shop-in-shops in Florida and California showcase the swimwear brand's performance, fitness and active recreation collections and are a first for the brand.

Sports Authority has opened four Speedo “Aquatic Zone” shop-in-shops in Florida and California.

The 500-square-foot shops in Miami and Boca Raton, Fla., and Balboa and Sherman Oaks, Calif., showcase the swimwear brand’s performance, fitness and active recreation collections and are a first for the brand.

The shops offer swimsuits, goggles, accessories, training aids and footwear for men, women and children.

At the same time, the retailer expanded its Speedo presentation in 218 additional stores.

“We’ve enjoyed a long and positive partnership with Sports Authority, and we couldn’t be prouder of our new Speedo Aquatic Zones,” said Jim Gerson, president of Speedo USA.

“The Speedo Aquatic Zones provide an elevated shopping experience for competitive and recreational athletes in the swim community and further strengthen our position as the go-to retailer for all things sporting goods,” said Stephen Binkley, chief merchandising officer of Sports Authority.

The fixtures and graphics enable shoppers to browse by activity and feature in-line, end-cap, four-way and wall unit displays.