Dive Brief:
- U.K.-based fitness apparel brand Gymshark has formed its first U.S. wholesale partnership with Dick’s Sporting Goods to bring its gymwear to 12 Dick’s House of Sport locations. House of Sport is a more experiential concept than the standard Dick’s store, with elements like rock climbing walls and gear repair.
- House of Sport will carry some of Gymshark’s most popular apparel and accessories, including pieces from its Power and Vital lines, priced between $16 and $70, according to a company press release.
- The 12 House of Sport stores carrying Gymshark’s products are in New Jersey, Pennsylvania, Ohio, Florida, Arizona, Texas, Minnesota, Tennessee, Massachusetts and Georgia. Each location will feature a fully branded Gymshark collab space.
Dive Insight:
The Dick’s launch gives Gymshark a premium U.S. platform to introduce its workout apparel to an active sports audience. Gymshark spaces within House of Sport will feature athlete mannequins – with stands made from actual weight plates – modeled on such brand ambassadors as three-time Mr. Olympia Men’s Physique Champion Ryan Terry.
“When we started to look for our first wholesale partner in North America, there were two things we knew we had to have in common — that they were an iconic brand and that they would be able to bring the authentic Gymshark experience to their community,” Mitch Healey, Gymshark’s director of retail and wholesale in North America, said in a statement. “Dick’s Sporting Goods just leapt off the page.”
For Dick’s, the Gymshark partnership represents an opportunity for House of Sport to showcase an emerging gym-related brand. Gymshark confirmed that 50% of its business is being driven by U.S. customers.
“We’re always looking to give our athletes access to fresh and surprising brands, as well as further differentiate our product offering,” Brendan Kirk, vice president of merchandising for Dick’s Sporting Goods, said in a statement. “Becoming Gymshark’s first U.S. wholesaler allows us to do just that.”
The launch at House of Sport comes on the heels of Gymshark’s first U.S. brick-and-mortar store which opened Oct. 11 at Roosevelt Field Mall in Garden City, New York. A 13,000-square-foot Gymshark flagship store will also open on Bond Street in Manhattan later this year.
Gymshark, which first launched in the U.K. in 2012 as a DTC brand, has been eyeing the North American market for several years. In 2024 it brought on its first U.S.-based North American general manager Kim Dolder, who has since been elevated to chief commercial officer, and added Hannah Mercer as general manager of retail and wholesale.
Dick’s currently has 29 House of Sport stores and will have 35 by year’s end. The retailer plans to reach between 75 and 100 by the end of 2027.
Dick’s Sporting Goods sales grew 5% in Q2 and the company raised its full-year guidance. That was the last quarter before the closing of its acquisition of Foot Locker.