Littleton, Colorado based Sports Authority Inc, which boasts 462 stores in 45 states, announced today it is launching a new chain called  “S.A. Elite” to operate as a small concept store offering premium brands and products. The stores, the first of which will open in Denver this August, will be approximately 12-15 thousand square feet, and  will offer high-end performance apparel, footwear, and accessories from brands such as Nike, Under Armour, adidas, The North Face, Spyder, Columbia, Asics and New Balance.

“S.A. Elite’s brand and small store format was the brainchild of extensive consumer research and customer insight including advanced basket analysis, ethnography, and other innovative primary research techniques,” said Jeff Schumacher, Executive Vice President, CMO and CSO of Sports Authority. “The S.A. Elite brand has tested well with consumers who believe it conveys the elevated product assortment and experience, while still representing the great value Sports Authority is known for.”

“S.A. Elite’s stores will be approximately 12-15 thousand square feet and will provide an outstanding customer shopping experience,” said Greg Waters, Executive Vice President and COO of Sports Authority. “The stores will also include high-end elevated lighting fixtures, state-of-the-art custom brand shops, large format graphics, and highly knowledgeable store associates.”

“We are extremely excited to see this small store concept materialize after years of planning,” said David Campisi, President and CEO of Sports Authority. “We have seen the Sports Authority brand grow and evolve in many provocative directions over the past year and S.A. Elite only adds to this very positive momentum.”