The Sports Authority quietly opened its first S.A. Elite store at Cherry Creek Shopping Center in Denver. A second location is scheduled to open in Highlands Ranch, CO in November.

As reported, the 15,000 square foot store – about a third of a typical TSA location – targets consumers who are affluent and active and who want better service than they might find in a big-box store. It primarily sells apparel and footwear although the mix also includes tennis rackets as well as a fitness shop with yoga mats, resistance bands, and balls. The store will target runners, yoga enthusiasts, tennis players, snow-sports fans and cyclists.

According to the Denver Post, the shop is laid out by brand and sport, so customers can browse in “boutiques” for merchandise such as North Face, Mountain Hardwear, Columbia, Burton, Under Armour and Nike. Men's and women's styles are in the same department. A back wall features a wide assortment of athletic and lifestyle footwear from such brands as Nike, Merrell, Ugg and Columbia.

At the grand opening on Aug. 14, customers received a Nalgene bottle with any purchase, saw yoga demonstrations and met brand representatives.