- Dick’s Sporting Goods on Monday announced it is partnering with NFL player Tom Brady to add his apparel brand, Brady, to its assortment, according to a press release shared with Retail Dive.
- The clothing brand features pants, joggers, underwear, T-shirts and shorts. The brand will be available on Dick’s Sporting Goods’ website and at its House of Sport locations, per the announcement.
- The retailer said the brand took more than three years to develop. Prices range from $45 to $145, according to its website.
Brady’s partnership with Dick’s Sporting Goods adds to its list of retail partners. Brady last year announced it teamed up with Nordstrom to bring its products to select locations, including in New York City; Los Angeles; Tampa; and Natick, Massachusetts. The locations were selected in part to reach Brady’s fan base, the company said.
“As we continue to grow, we are excited to expand our online and in-store retail distribution at one of the world’s largest sports retail stores,” Jens Grede, CEO and co-founder of Brady, said in a statement. “Our displays at Dick’s Sporting Goods House of Sport locations will provide consumers with an immersive Brady experience featuring key styles and some of Tom Brady’s personal memorabilia.”
Before Dick’s Sporting Goods teamed up with Tom Brady, the retailer had been testing new store concepts to attract more shoppers. In April 2021, the company debuted the House of Sport concept, which featured a rock climbing mall, a batting cage and a turf field. The company also created other experiential retail and off-price retail concepts to enter new segments and draw customers seeking tactile experiences.
The retailer has been working to attract more shoppers through its ambassador program. The company last year tapped ambassadors for its Calia brand, including wellness entrepreneur Hannah Bronfman, actress Dascha Polanco, golf journalist Alexandra O’Laughlin, and gymnast Shawn Johnson East, a few months after Carrie Underwood announced she would be stepping away from the brand.
Coming off of a strong third-quarter earnings report, Dick’s raised its outlook for the year, now expecting comparable sales to fall by up to 3% compared to a previously projected decline of 6%.