S.A. Elite Sports Authority Store Opens in Highlands Ranch

DENVER, Nov. 22, 2010 /PRNewswire/ -- S.A. Elite, Sports Authority's new small-store concept designed to meet the needs of elite sporting goods consumers, 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."

Customers can learn more about S.A. Elite Sports Authority, sign up to become members or find store directions at www.saelite.com.

About Sports Authority

Headquartered in Englewood, CO, Sports Authority is one of the nation's largest full-line sporting goods retailers, offering a comprehensive and high-quality assortment of brand-name sporting apparel and equipment at competitive prices.  Sports Authority is staffed with experts in all areas of sports and fitness, and strives to be the ultimate authority, both on and off the field.  Whether in the game or cheering from the sidelines, Sports Authority is the leading destination for consumers to fulfill their own sports equipment needs, as well as find their favorite team's apparel.

Sports Authority operates 462 stores in 45 states, and employs more than 17,000 people nationwide.  It also operates stores in Japan under a licensing agreement with AEON Co., Ltd.  The company's e-commerce website is located at www.sportsauthority.com.  

SOURCE Sports Authority