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Dick's Sporting Goods taps marketing head to head up new store format


Lauren Hobart has been elevated to the role of executive VP at Dick’s Sporting Goods and given responsibility for a potential new growth vehicle.

Hobart was named executive VP, CMO and general manager of Dick’s new women’s specialty fitness store format, which is branded as Chelsea Collective. Only two store are in operation currently, in McLean, Virginia. and Pittsburgh, but greater growth could be in store now that Dick’s has given a senior executive oversight of the concept.

Hobart has served as senior VP and CMO at Dick’s since she joined the company in early 2011. She will retain marketing oversight for all Dick’s lines of business, including its outdoors specialty stores and private brand, Field & Stream, and will continue to serve as president of the board of directros of the Dick’s Sporting Goods Foundation.

Her new responsibilities related to Chelsea Collective will include oversight of all strategy, operations and marketing efforts for the new women’s fitness specialty store.

Named after the unique and eclectic Chelsea neighborhood in Manhattan, the stores offer a curated, multi-brand assortment of the latest apparel, footwear, accessory and beauty products that seeks to fuse fashion and fitness.
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