Dick's Sporting Goods Opens New Women's Fitness & Fashion Store

PITTSBURGH (KDKA) -- Recently, Dick's Sporting Goods has branched out with stand-alone stores like Golf Galaxy, Field & Stream, and True Runner.

But now the Pittsburgh-based company is targeting women in a new store called Chelsea Collective.

"Chelsea is a first of its kind fitness boutique that really fuses fitness and fashion together," Kate Boyce, Vice President of Women's Athletic Apparel for Dick's Sporting, told KDKA money editor Jon Delano on Tuesday.

Boyce says Chelsea is open in just two locations, Tyson's Corner in Washington, DC, and Ross Park Mall.

As for the name, says Boyce, "We're inspired by the Chelsea area of New York City with its high fashion and diversity."

The store offers popular fitness clothing and accessories.

"We will offer brands that she knows and loves like Nike and Calia by Carrie Underwood," says Boyce. "But we're also going to offer her niche brands like Alala, Spiritual Gangster, and a Lorna Jane that aren't as easily accessible."

And there's a treadmill in the fitting room to test out the comfort of athletic wear.

How about this.

"We're at our bra bar," explained Boyce, "She has spoken loud and clear through all of our research and the two pieces of equipment important to her are her bras and her footwear."

Besides all the sports bras, check out shoes that double for both workouts and leisure wear.

Dick's Sporting Goods has always been known for its athletic wear, but Chelsea Collective is taking it a step beyond from casual lifestyle wear to higher fashion.

And athletic wear that's dressy is in growing demand.

"I'm always looking for comfortable exercise clothing that's just a little more fashionable than a t-shirt or spandex pants and shorts," says Heather Scott of Mars.

"Comfortable clothing but it also looks cute," adds Anna Brunson of Mercer.

And Boyce says Chelsea Collective is for all women.

Delano: "So if you're in your 50s, are you welcome here?"

Boyce: "Absolutely."

Delano: "If you're overweight, welcome here?"

Boyce: "Absolutely."

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