The fitness brand is partnering with the department store retailer to release its latest line of athletic apparel, advertising it through social media and on its class instructors

Cycling-focused fitness company SoulCycle is expanding its apparel range through by teaming up with Nordstrom. The line, called SOUL, is the first from SoulCycle's in-house design team, as all previous collections were created through partnerships and collaborations and sold under the brand's private label.

This will also mark the first line from the fitness pillar to be sold at Nordstrom. SOUL will be available at a limited selection of store locations as well as online, comprising 50 pieces ranging in price from $50 to $130. Merchandise includes tank tops, leggings, sports bras and sweatshirts.

For SOUL, SoulCycle will not be relying on big-budget advertising, but focusing instead on social media and having its instructors wear the clothes during classes to show promote in ways that match with how consumers engage with brands today. “Just having the instructors wear the pieces from the collection during a class speaks more strongly than words, in terms of marketing,” says Caroline Gogolak, VP of retail at SoulCycle. Furthermore, SoulCycle hopes to capitalize on the popularity of athleisure, benefiting from its evolution from fitness-focused into trending and fashionable apparel.

SoulCycle

Nordstrom

Cycling-focused fitness company SoulCycle is expanding its apparel range through by teaming up with Nordstrom. The line, called SOUL, is the first from SoulCycle's in-house design team, as all previous collections were created through partnerships and collaborations and sold under the brand's private label.

This will also mark the first line from the fitness pillar to be sold at Nordstrom. SOUL will be available at a limited selection of store locations as well as online, comprising 50 pieces ranging in price from $50 to $130. Merchandise includes tank tops, leggings, sports bras and sweatshirts.