Sports Authority launches high-end store concept

ENGLEWOOD, Colo. Sports Authority has announced the launch of “S.A. Elite” a new small-store concept designed to meet the needs of the elite sporting goods consumer while providing a unique and compelling shopping experience.

“S.A. Elite’s brand and small store format was the brainchild of extensive consumer research and customer insight including advanced basket analysis, ethnography, and other innovative primary research techniques,” said Jeff Schumacher, EVP, CMO and CSO of Sports Authority. “The S.A. Elite brand has tested well with consumers who believe it conveys the elevated product assortment and experience, while still representing the great value Sports Authority is known for.”

According to the company, Sports Authority's new and exclusive small-store concept will be branded “S.A Elite” with a clear association to Sports Authority and will offer a unique and exclusive assortment of high-end performance apparel, footwear, and accessories from premier brands from around the world such as Nike, Under Armour, Adidas, North Face, Spyder, Columbia, Asics and New Balance.

“S.A. Elite’s stores will be approximately 12-15 thousand square feet and will provide an outstanding customer shopping experience,” said Greg Waters, EVP and COO of Sports Authority. “The stores will also include high-end elevated lighting fixtures, state-of-the-art custom brand shops, large format graphics, and highly knowledgeable store associates."

The first S.A. Elite store is slated to open in August and will be located Denver, Colorado.