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DeVonta Smith Signs With Dick's to Front New Athleisure Brand

Heisman winner is first athlete to back one of the chain’s own labels, as retailer targets Lululemon customers with men’s line.

A Dick's Sporting Goods Inc. Location Ahead Of Earnings
Photographer: Luke Sharrett/Bloomberg

Dick’s Sporting Goods Inc. has signed Heisman Trophy winner DeVonta Smith to endorse its new line of men’s apparel, marking the first time the retailer has put an athlete behind its growing stable of private brands.

Smith, a wide receiver from Alabama who’s likely a first-round selection in next week’s National Football League draft, will be the face of VRST (pronounced “Virst”), an activewear label that debuted last month online and in 400 Dick’s locations. Smith will feature in VRST’s marketing, merchandising and represent the brand, which is targeted squarely at male customers of Lululemon Athletica Inc.’s athleisure gear.