Gymshark Signs Wholesale Deal With Dick's Sporting Goods
UK-based Gymshark has signed a deal with Dick's Sporting Goods to bring its athletic apparel to the sporting goods chain, starting with 12 locations. The Gymshark merchandise will be sold in Dick's House of Sport locations, the retailer's experiential retail concept that feature experiences like indoor rock climbing walls, professional golf services, baseball batting cages, and more.
“We’re always looking to give our athletes access to fresh and surprising brands, as well as further differentiate our product offering," said Brendan Kirk, vice president of merchandising at DICK'S Sporting Goods, in a company press release. "Becoming Gymshark’s first U.S. wholesaler allows us to do just that. Gymshark is redefining what modern training apparel looks like with high-performance, stylish pieces rooted in real gym culture. House of Sport is the perfect place to bring that experience to life.”
Total Retail's Take: This is Gymshark's first U.S. wholesale partnership, and it comes on the heels of the brand's first permanent U.S. retail store in New York earlier this month. The company has made a name for itself largely through influencer marketing and social community building, with a large circle of fitness influencer ambassadors — dubbed Gymshark athletes — who showcase the products, post workouts, offer motivation, and comment on gym culture.
The partnership also represents a strategic move by Gymshark to away from purely direct-to-consumer operations. Gymshark recognizes the need for wholesale retail partnerships, especially with companies like Dick's Sporting Goods that are leaning into brand-immersive experiential retail.
