Vuori Lands in Dick’s House of Sport Stores in Elevated Activewear Push

The sporting goods retailer is courting premium shoppers in 12 of its “wildly successful” House of Sport stores with the addition of the California-born activewear brand

Dick’s Sporting Goods is bringing Vuori into a dozen House of Sport locations beginning today, adding the General Atlantic-backed activewear brand to its experiential retail concept which features rotating brands, climbing walls, batting cages and other interactive elements. 

Vuori apparel and accessories will range from $50 to $200 and roll out in phases across House of Sport stores in Katy and Baybrook, Texas; Ross Park, Pennsylvania; Miami, Florida; Leawood, Kansas; Knoxville, Tennessee; Oklahoma City; Polaris, Ohio; Victor, New York; Durham, North Carolina; Freehold, New Jersey and Boston, Massachusetts.

“We see tremendous opportunity to introduce new and unexpected brands that move with our athletes — across activity, lifestyle and everything in between,” Dick’s vice president of merchandising softlines Lauren Salzinger said. 

She added that House of Sport “allows us to showcase the assortment in a way that feels authentic to the brand.”

The House of Sport concept, launched in 2021 and typically more than double the size of a standard Dick’s store, has been fruitful for the sportswear giant. Dick’s executive chairman Edward Stack told CNBC last fall that the stores have been “wildly successful” and generate an average of $35 million in annual sales. Dick’s plans to scale to as many as 100 House of Sport concept shops by the end of 2027.

For its part, Vuori has been on a tear, emerging as a formidable Lululemon competitor and has become a brand favorite of Gen Z and millennial consumers. Founded in 2015 by Joe Kudla, the Encinitas-based brand secured an $825 million investment led by General Atlantic and Stripes in 2024, pushing its valuation to $5.5 billion.

The activewear brand beefed up its executive ranks this month, appointing retail veteran Heather Archibald as its first chief product officer.