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DICK’S Sporting Goods Launches Compression Brand Second Skin – The Business Journals | Disruption for Under Armour

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DICK’S Sporting Goods Launches Compression Brand Second Skin to Serve the Training Needs of High Intensity Athletes Building off the success of brands such as CALIA by Carrie Underwood, Field & Steam and Walter Hagen, DICK’S continues to expand its private brand offering PR Newswire PITTSBURGH, April 20, 2017 PITTSBURGH, April 20, 2017 /PRNewswire/ — DICK’S Sporting Goods announced today the launch of Second Skin, a complete line of technology-rich compression apparel developed by DICK’S Sporting Goods for both male and female athletes, available exclusively online at and dicks

Source: DICK’S Sporting Goods Launches Compression Brand Second Skin to Serve the Training Needs of High Intensity Athletes – The Business Journals

This morning Sara Germano tweeted that Dick’s had launched a private lable, Second Skin with an Olympic endorser. After doing a bit of research I discovered that Second Skin has enlisted over 200 athletes to endorse the brand. Talk about a potential disruption in athletic wear!

I’ve stated over and over that Under Armour needs to refocus on what created their company. In this article on UA Marketing Curry I stated that they needed to revert back to that company that was more subversive:

How Under Armour Has Failed Steph Curry

My goal in saying this was UA was all about performance. Somewhere along the way they lost site of that in acquiring too many digital assets.

The last couple of years have been rough on sportswear companies due to the bankruptcy of The Sports Authority. Things are going to get rougher if the brands aren’t paying attention. I discussed this in my discussion on’s entrance into private label fashion and sportswear:

adidas, Nike and Under Armour Should Be Worried | The Sportswear Disruption No One Is Discussing 

DSG is now on the market beating Amazon with their private labels for sportswear. If a big box store that is succeeding in today’s retail market is launching it’s own private labels someone is losing shelf space in the store. The company already carries Calia by singer Carrie Underwood and now Second Skin reads a lot like Under Armour. Nike has Dri-Fit but Nike is secure in its DTC growth and they are a major player, but this is definitely a disruption for Under Armour and something industry people really need to pay attention to. Use the source link for more info on the Second Skin launch.

FYI – Marketing

DSG is going to utilize an adidas GamePlan A approach to market Second Skin. Throughout the year athletes will be blogging and creating content to promote the brand. This is very important. Organic marketing and content creation is almost as important as influencers. Having influencers do more than post pretty pictures is becoming the holy grail of marketing.