Home> Industry Information> Will sportswear also play private custom sports brands feel pressure?

Will sportswear also play private custom sports brands feel pressure?

December 03, 2019

Dick's Sporting Goods has released a series of private custom sports gear called SecondSkin. This series of equipment is mainly for top athletes, and the product technology level meets the requirements of professional sports training standards.


Ryan Eckel, a Dick’s vice president, said in an interview with US media BusinessInsider that private customized services in the sports product industry are still short and “unsatisfactory service” to customers.



"Dick Sporting Goods really tries its best to be an athlete and focus on the true needs of the athletes, and to design and manufacture products with this goal," he said.


"Second Skin" series garments are specially designed for high-intensity sports activities such as the CrossFit fitness system. If the series of sportswear is equipped with clips to prevent the back of the clothes from rolling up, the pressure of the sportswear fabric can be fixed. Important muscles help athletes relax and recover after finishing training. These product designs cater to the needs of today's market. The market position of products is the sports equipment of professional athletes, not the general public sportswear.


Dick has previously launched the "second skin" tights series, but recently listed is the first batch of "second skin" clothing. This series includes men's and women's tights and training suits. Prices range from $35 to $150.


Although the "Second Skin" series of clothing is more expensive than regular sportswear, Dick said that these sportswear are privately-ordered and its unique features make the series worthwhile. Compared with Nike, An Dema and other sports brands, Dick's private custom products have their own unique advantages. The series is currently available on Secondskin.com, the official Dick site, and 350 physical stores across the country.


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However, the "second skin" series clothing style is completely different from the sports and leisure style.


"These professional athletes don't want huge logos or bright colors on their clothes, they want a low profile, and they want to minimize the presence of brand logos," Eckel said. "Dick can meet their requirements - everything you want is satisfied, and all that you don't want is removed."


Edward Stack, CEO of Dick Sports, once asked about profitability, said that Dick is currently strengthening its cooperation with product suppliers and focusing on creating the core brands favored by customers. This provides room for the development of private brands within the company. Each brand is specifically aimed at a fitness consumer, such as the Calia series developed specifically for the American singer Carrie Underwood.


"The launch of the 'Second Skin' series has filled our company's gaps in this area," said Eckel.


Dick should constantly look for new business opportunities to use its new privately-acquired high-end branded products to grab the sportswear market. For Nike and Anderma, who have been controlling the market with conventional sportswear, Dick may be a new challenger.

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