Swedish retail clothing giant H&M is looking to get into the fitness market by releasing a new line of designer sportswear.
The new clothing line called H&M Sports will feature athletic apparel such as sports bras, t-shirts, shorts, track pants, water-repellent and windproof jackets, and fleece items. The collection will have pieces for men, women, and children.
The sports collection will feature items that were designed with input from athletes of the Swedish Olympic and Paralympic teams. H&M announced in April that the company will be outfitting the athletes at the upcoming Sochi 2013 Winter Olympics in Russia and the 2016 Summer Games in Rio de Janeiro.
In a press release, Ann-Sofie Johansson, Creative Head of Design at H&M, said,
The new H&M Sport is so exciting, especially with the expert input from athletes from the Swedish Olympic team. Sport and fitness is becoming an increasingly important part of all of our lifestyles, and the new H&M Sport is there to help you look and feel great.
Swedish swimmer and Olympic medallist Therese Alshammar said,
What we wear definitely makes a difference when we compete. It’s been a great experience to offer our advice for this newly expanded H&M Sport collection. Our focus has been checking the pieces for fit and function, for performance and also comfort. These new H&M Sport pieces will help everyone get the most out of their sporting life.
The company will promote the new line in all its locations worldwide beginning next year.
Source: Definitive Touch