It will serve both of their needs," Hobart said. The Chelsea Collective's main focus is on women's apparel and footwear. That differs from the namesake concept's business model, as those stores generate 44% of annual sales from "hardlines" – fitness equipment, golf clubs, hunting and fishing gear, and other sporting goods equipment. Dick's also said it plans to quickly pivot when styles or interest in athletic activities ebbs and flows over time. The "social fitness" craze has led millennial athletes to try new sporting activities at a fast pace: one week spinning classes are all the rage and the next, women are trying out a ballet workout class. "The merchandise in the store is going to change quickly and rapidly and address changes as they come," Hobart said.