(FORTUNE) — German sportswear maker Adidas has got a new challenger: Carrie Underwood.

The country pop star’s announcement that she will partner with Dick’s Sporting Goods DKS 0.63% to exclusively sell a line of fitness apparel didn’t create a ton of buzz when it was first announced in December. Retailers strike these sorts of exclusive arrangements all the time, angling to differentiate themselves from the pack by selling wares no other retailer has in stock. And Underwood isn’t the first celebrity to tackle this business (actress Kate Hudson also has an athletic gear line).

But what is unusual is who will lose out when Dick’s adds Underwood’s Calia line to its shelves this week: the second largest athletic apparel brand in the world.

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