Launched in March 2021 by Dick’s Sporting Goods, VRST is a distinctive men’s athletic apparel brand crafted to suit the lifestyle of the modern active man who lives life on the go. The brand merges style with functionality, offering an apparel lineup that fits well into active and casual settings.

This range includes commuter pants, joggers, shorts, tees, hoodies, and quarter-zips, focusing on lightweight, breathable, and flexible fabrics to enhance comfort and performance. The design ethos prioritizes muted colors and sleek tailoring, ensuring each piece seamlessly integrates into existing wardrobes.

Positioned as a premium lifestyle and athleisure line, VRST caters to a niche market that aligns more closely with brands like Lululemon than traditional athletic brands such as Nike or Under Armour. This strategic positioning is a part of Dick’s broader initiative to expand its private-label brands, a move similar to its successful women’s line, Calia.

With products priced between $30 and $120 and additional sizing options that go beyond standard S-XXL, VRST is accessible while still maintaining a sense of exclusivity and high quality.

The launch strategy included the roll-out of a dedicated e-commerce site at vrst.com, in addition to availability on Dick’s main website and in over 400 physical stores. This dual-channel distribution is aimed at capturing a significant share of the burgeoning men’s athleisure market, which saw a rise in demand, particularly during the pandemic, with men’s athleisure accounting for 45% of total men’s apparel sales in 2020.

VRST’s introduction is thus seen as a strategic move by Dick’s Sporting Goods to tap into this lucrative segment while enhancing its brand portfolio and driving traffic and sales through exclusive offerings​.