NEW YORK (TheStreet) --Wedbush Securities initiated coverage of Dick's Sporting Goods (DKS) , Foot Locker (FL), and Finish Line (FINL) today with a "buy" rating on each stock.

The firm sets a $67 price target on Dick's, a $25 price target on Finish Line, and a $80 price target on Foot Locker.

Short Hills Capital CIO Stephen Weiss explained why the smarter investment is in retailers like these, rather than the manufacturers in the sporting goods space.

"For one thing the multiples are significantly lower than the manufacturers," Weiss said during Wednesday's "Fast Money Halftime Report" on CNBC.

Additionally, if the manufacturers decide to start a price war, the retailers would be the ultimate beneficiaries.

"Nike is willing to lower prices up to 25%, so there's going to be excess inventory," Weiss noted.

By owning the retailers like Dick's, Foot Locker, and Finish Line investors become "agnostic to the fashion whether its Adidas (ADDYY), Under Armour (UA) or Nike (NKE)," Weiss added.

Shares of Dick's Sporting Goods, Foot Locker, and Finish Line were all higher in mid-afternoon trading on Wednesday. 

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