Sports Authority Launches Private Brand Plus-Size Activewear

Sports Authortity Aspire

Englewood, Colorado-based retailer Sports Authority announced this week the launch of new plus-size apparel in their exclusive Aspire and Alpine Design private brands. The new collection was created specifically for women looking for stylish, affordable and cross-functional yoga and outdoor apparel that can be worn with confidence.

“We are thrilled about the launch of our new plus-size apparel line,” said Stephen Binkley, Executive Vice President and Chief Merchandising Officer of Sports Authority . “Our plus-size customers have been asking for great fitting activewear and sportswear in extended sizing, and we are happy to accommodate this request by offering trend-right functional options at affordable prices.”

Sports Authority 2Both apparel lines are designed to fit perfectly, look great and be layered to create complete head-to-toe outfits. With moisture-wicking comfort stretch fabric, each piece ensures the wearer will stay comfortable and confident throughout the day.

Aspire plus-size has been developed with the casual athleisure customer in mind. Focusing on comfort and style, the Aspire line includes fashion essentials highlighted across tanks, tees, capris, pants and layering pieces. Available in sizes 1X–3X, with an average price point of $39.

Alpine Design offers apparel with UPF protection, adding functionality for a variety of outdoor activities. The line features core tanks and tees, button-down sun shirts, casual shorts and capris, tech skorts and convertible maxi dresses, with an average price point of $35 per piece. This line will feature sizes 1X–3X for woven and knit tops, and sizes 16W–24W for casual and technical bottoms.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.