This chain wants to take on Lululemon with a new men's line

On Tuesday the sporting goods chain launched a new men’s private-label athleisure brand: VRST. The line, which features pants, joggers, shorts, tees and sweatshirts ranging $30 to $120, is positioned to appeal to the “modern active man who lives life on-the-go.”Dick’s (DKS) currently sells merchandise from Nike (NKE), Under Armour (UA) and other athletic brands in its stores, but nothing from Lululemon (LULU). It’s launching VRST to capitalize on the popularity of athleisure clothing with shoppers, said Brian Nagel, an Oppenheimer analyst who covers the company.”The athleisure category has been hot. They see an opportunity to introduce product into that category,” he said.Nagel also believes that Dick’s, which has

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