S.A. Elite, Sports Authority's new small-store concept, celebrated the grand opening of its second location in Denver, CO at the Town Center North Shopping Center with a ribbon-cutting ceremony on Saturday, November 20.

The 13,500 square foot Highlands Ranch S.A. Elite Sports Authority location offers customers performance and fashion-focused athletic apparel, casual wear, high-end athletic and outdoor footwear trends, a tennis shop and a large seasonal apparel section from marquis brands, including: The North Face, Mountain Hardware, Eider, Spyder, Burton, UGG, Merrell, Under Armour, Nike, adidas and more.

S. A. Elite Sports Authority caters to customers' specialized sport and fitness needs with premium collections from top global vendors and pairs them with unparalleled customer service, creating an all-around elevated shopping experience.

“We are extremely excited for S.A. Elite Sports Authority to open in the Highlands Ranch Town Center,” said Steve Dryer, president, Highland's Ranch Chamber of Commerce.  “S.A. Elite Sports Authority will be a great addition to the community providing an amazing selection of sports apparel and accessories.”

As part of the grand opening celebration, adidas will present appearances by Denver Nuggets' Chauncey Billups and Arron Afflalo on Saturday, November 27 at 3 p.m. 

Sports Authority plans to expand the S.A. Elite Sports Authority concept to additional markets nationwide in the coming year, with stores located in malls, city centers, lifestyle centers and freestanding locations that support an active lifestyle. The product offerings in S.A. Elite Sports Authority stores will be specifically tailored to regional and local differences to meet customers' individual needs.

“The S.A. Elite small-store concept was designed based on many years of consumer research and customer insight. As a result, the offerings will deliver unmet consumer needs and provide a unique and compelling experience that target customers cannot get anywhere else,” said Greg Waters, COO/EVP, Sports Authority.  “S.A. Elite will provide the elite athlete in each of us with sporting goods essentials – from seasoned marathoners to weekend warriors. Our customers know that having the right gear is critical and buying that gear is an investment in health and well-being.”

The new concept's website is www.saelite.com.

Sports Authority operates 462 stores in 45 states, and employs more than 17,000 people nationwide.