DICK’S Sporting Goods announced today the launch of Second Skin, a complete line of private brand technology-rich compression apparel developed by DICK’S Sporting Goods for both male and female athletes, available exclusively online at SecondSkin.com and dicks.com.

Second Skin is designed for high-intensity athletes who are striving to meet and surpass individual fitness goals. These athletes are an underserved and growing population, ranging from long distance runners and triathletes, to functional fitness and high-intensity interval training enthusiasts, to obstacle course racers and anyone who enjoys intense training or competitions. The new compression line supports athletes throughout their fitness journey – from trainingto competition and beyond.

“We saw an opportunity to better serve our customers by designing and building products for a specific type of athlete who participates in sports with unique demands like obstacle course racing and functional fitness and puts incredible pressure on his or her body to perform at its peak,” said Ryan Eckel, Vice President of Brand at DICK’S Sporting Goods. “We created Second Skin to provide these athletes with gear constructed to support them every step of the way.”

The exclusive private brand follows suit with other DICK’S Sporting Goods brands such as CALIA by Carrie Underwood and Field & Stream, bringing premium high-quality products to consumers at more desirable price points.

Second Skin has enlisted more than 200 athletes who are well respected in their individual fitness communities and include local fitness trainers and mentors, including three elite athletes who compete on a national stage:

  • Hunter McIntyre– elite Spartan Race athlete, Obstacle Course Racing Champion and Spin instructor
  • Christmas Abbott– CrossFit Games Athlete and Best-Selling Author
  • Ryan Hall– Olympic marathon runner and American Record Holder

“More and more high-intensity athletes are looking for an athletic brand that truly understands our mentality,” said Second Skin ambassador, Christmas Abbott. “We think, train and perform differently, and want to connect with a brand that values functionality and performance above all, just like we do.”

Throughout the year, Second Skin customers will see social and digital content from these athletes who will illustrate how they rely on Second Skin while training to perform at their best.

Key pieces of the line include a variety of compression tops and bottoms for men and women, ranging in price from $40 to $70. The complete line combines fit, function, sophistication and higher-grade compression technology to support high-intensity training athletes in reaching their next level. Customers will see advanced muscle zoning technology, and the product is designed to move with the body.

Second Skin is available immediately online only at SecondSkin.com and dicks.com with an expanded assortment of products available in-store and online later this year.

Previous articleWalmart Announces “Authentic Italian” Collaboration With The Italian Trade Agency
Next articleVertex Award Winners Celebrate in Amsterdam
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.