Dick's Sporting Goods partners with Under Armour

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Dick's Sporting Goods partners with Under Armour

By Marianne Wilson - 09/16/2020

Dick’s Sporting Goods continues its push into the women’s sports marketplace.
 
The country’s largest sporting goods retailer has partnered with Under Armour on a women’s-engineered basketball shoe. The UA HOVR Breakthru was designed and created by a cross-section of women in the industry, including professional basketball players and other athletes.

The new shoe, which will be sold exclusively by Dick’s Sporting Goods and Under Armour, is designed to fit the components unique to a woman's foot, including greater flexibility and a narrower heel. It will retail for $109.99.

“We saw a gap in the market for a basketball shoe developed specifically for women and wanted to be able to offer this to our female customers, but needed the support from a major footwear brand to create this type of shoe," said Lauren Hobart, president, Dick’s Sporting Goods. "We're thrilled that Under Armour stepped up to collaborate with us and produce a shoe we're all proud of. Our hope is that this is a big step forward on the availability of women's athletic equipment specifically designed for her."

In February, Dick’s hosted the first-ever Here for Her Summit in February, where industry leaders in women's sports came together to discuss the challenges and opportunities girls experience in accessing sports and the impact sports and fitness have had on their own lives. The retailer also announced multi-year partnerships with USA Softball and the U.S. Soccer Foundation on their United for Girls initiative at the event.

The Under Armour design team partnered with female leaders at Dick’s Sporting Goods on the specific assortment.

"Under Armour is very proud to answer this call from Dick's and our customers for a basketball shoe developed and tailored specifically with the female basketball player in mind," said Stephanie Pugliese, president – North America, Under Armour.

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