Reebok International and Dick’s Sporting Goods officially introduced its new apparel partnership, which includes the launch of a men’s and women’s sports apparel collection merchandised via new shop-in-shops throughout all 340 Dick’s stores in the United States. News of the deal was first announced by Dick's last September, along with Dick's exclusive deal for Nike's ACG brand for the outdoor category.

“Our consumer is looking for innovative products that enhance every athlete’s performance,” said Jeffrey R. Hennion, executive vice president and CMO of Dick's. “The Reebok brand has a strong reputation as a pioneer in building performance products and authenticity in sports. The products are built upon this strong heritage, and make the daily commitment to total fitness and a healthier lifestyle more enjoyable for each and every athlete.”

“We are proud to join in this new relationship with Dick’s Sporting Goods, the premier sporting goods retailer in the country,” said Matt O’Toole, President, Reebok North America. “We see this as the first step in a powerful partnership for years to come.”

The Reebok apparel collection at Dick’s is built around six functional areas including fitness, performance, running, compression, team sports and active lifestyle. The apparel range features technical performance fabrics including Play Dry for moisture management and SmoothFit technology, which eliminates seams and any points of irritation. Both the men’s and women’s collections have sophisticated design aesthetics that incorporate trend-right prints and patterns with a color palette that complements the Reebok footwear collections at Dick’s.

Reebok’s apparel collection at Dick’s will be prominently featured in a TV spot that debuts nationally this week. The spot also highlights Reebok’s HexRide footwear technology and features NFL players Matt Hasselbeck, Chad Johnson, Torry Holt and actress Stacy Keibler.