Champs Sports Women's in-store shop.

Champs Sports’ web site features professional basketball players Bradley Beal and Buddy Hield, promoting Nike with the message, “Refresh Your Game.” Scrolling down, there’s Jordan Retro 6, Nike’s Endless Summer collection for men, and finally, a message for women: “Get Your Kits Ready, Kick off the women’s World Cup on the right foot,” followed by a matchup of the Warriors and Raptors in the NBA Finals to push the NBA collection.

If Champs seems in need of some girl power, it’s being provided by a new shop-in-shop concept, Champ Sports Women that recently opened in Dallas and will bow in other key markets this summer. The idea is to make Champs Sports Women a destination for lifestyle-inspired footwear, apparel and accessories, with an emphasis on an active, healthy lifestyle.

“The female consumer is essential to our overall Champs Sports brand and we continue to see the women’s business growing year-over-year,” said Bryon Milburn, senior vice president and general manager of Champs. “Our female community is highly engaged with the brand. She demands authentic storytelling for her lifestyle. As a result, we are actively focused on her needs. We’re excited to continue inspiring her to live her best life, in sportswear that suits her everyday style.”

Elevated merchandising of Champs Sports Women highlights a range of footwear and apparel from Nike, Adidas and Puma, as well as emerging labels, boutique brands and local products. Other locations for the concept include Westfield Valley Fair in San Jose, Calif., Third Street Promenade, Santa Monica, and Miracle Mile, Las Vegas.

“The female community is certainly growing within Champs Sports,” Milburn said. “The industry is building more connected stories for her and we’re investing in telling them. We continue to elevate the experience and are better serving her with the newly opened women’s destinations in stores. She’s connected to us 24/7, across consumer touchpoints such as Instagram, online, YouTube via Champs Sports TV, and ‘Her Take,’ a female-led video series.

The retailer is working with local influencers to engage and inspire consumers around key products and moments. For example, it’s partnering with beauty brands and hosting events such as nail bar pop-ups. There are also community workshops and customization labs.

The Champs Sports woman is in her teens to early 20s, Milburn said, noting that she has a voracious appetite for pop culture and her past interest in sports has been overshadowed by a preoccupation with health and wellness. “We’re building more meaningful relationships with her,” Milburn said. “We want to provide her with a space where she can connect with like-minded women and a product assortment that features a range of the newest apparel and footwear.”