US-based sports fashion retailer Hibbett Sporting Goods has partnered with US delivery service provider Shipt to introduce a same-day delivery service for its customers in four regional markets.

The service is is free for Hibbett Rewards VIP Members and available in various zip codes across Atlanta, Birmingham, Charlotte and select Nashville areas.

Hibbet president and chief executive officer Jeff Rosenthal said: “A lot of the digital innovation you read about is taking place in America’s largest cities. Today, we are excited to bring that same sort of innovation to our underserved small and mid-sized markets.

“Hibbett customers are passionate about the products we carry and if they are unable to make it to the store, we can still get their items to them that day.”

To use the service, customers can select the ‘deliver today’ option online before checkout.

Customers can track their order status in realtime, through email and text alerts.

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Hibbett digital commerce senior vice president Bill Quinn said: “Today’s consumers are demanding faster and faster delivery, so we’re leveraging our digital capabilities and partnering with Shipt, to provide seamless and lightning-quick turnaround on the items they want right away.”

In October last year, Hibbett Sports signed a definitive agreement to acquire City Gear for a cash consideration of $88m.

The sports retailer operates more than 1,000 stores across the US.