While the ath-leisure trend continuing to pickup steam, Sports Authority has partnered with Champion Athleticwear to launch Champion GEAR performance-driven activewear.
As of Wednesday, the 462-unit chain will sell the women’s and men’s collection exclusively nationwide and via its e-commerce site. Sports Authority decided to bolster its more technical athletic apparel after 18 months of consumer-driven market research indicated that “people were looking for technical-driven, value-oriented performance clothing,” according to executive vice president and chief merchandising officer Stephen Binkley.
Champion GEAR tank tops, T-shirts, pants and shorts draw from four key components: Seamless, Compression, Quick-drying Champion Vapor Technology and Reflective. The latter is targeted at night-time runners and cyclists. The collection’s Millennial-friendly retail price range will run from $35 to $50. Having renovated stores in the Orlando market earlier this month, Sports Authority will unveil locations in Sacramento and Tempe May 30.
Along with an assortment of print and digital ads, as well as commercials, Champion GEAR will be spotlighted with in-store displays and through social media. Sports Authority and Champion will encourage fans to share photos and feedback with the #championgear hashtag. Binkley declined to comment about projected wholesale volume or the media buy, other than to say Champion GEAR’s pre-Father’s Day marketing will be among the retailer’s largest for the quarter. And in July, Sports Authority will debut Champion GEAR for children, he said.