by Stephen Garner

Dick’s Sporting Goods is launching its own men’s athletic apparel brand. Called VRST, the sporting goods retailer says the brand is built for the “modern active man who lives life on-the-go.” It will launch exclusively on vrst.com and dicks.com and will roll out to more than 400 Dick’s stores nationwide over the coming weeks.

Key pieces of the apparel line include a variety of commuter pants, joggers, and shorts along with tees, hooded sweatshirts, and quarter-zips. VRST items range in price from $30 to $120, and the brand offers multiple inseam and waist sizing options outside of standard sizes (S-XXL).

VRST will be located within Dick’s stores, accompanied by signage with stylized photography that showcases the brand. Additionally, VRST will be one of only two brands sold exclusively at Dick’s Sporting Goods to have its own e-commerce and digital platforms, joining CALIA by Carrie Underwood.

“With the continued intersection of casual wear and athletic apparel, we saw a white space opportunity for a men’s line,” said Nina Barjesteh, senior vice president of product development at Dick’s Sporting Goods. “The VRST line leverages our expertise in athletic apparel, technology, and the in-house design capabilities we have been building over several years. VRST not only offers sophisticated performance apparel for running and training but also comfortable, stylish pieces with premium fabrication that can be worn around town, out with friends, or while working or working out at home.”