H&M is extending its sports sub-brand in January in order to engage with the “rapidly growing” activewear market.
Designed with input from some of Sweden’s Olympic athletes, H&M Sport has been extended with new options designed for more sporting activities than is currently on offer.
The range will also receive its own dedicated area in selected stores with a new visual identity emphasising its “performance, fit and function”.
The womenswear line features wind and water proof jackets, loose jersey tops for yoga and three types of sports bra. The men’s collection offers running jackets, sleeveless hoodies, polo T-shirts and tennis shorts.
The kidswear line will stock soccer kits, tracksuits, dance kits and tennis gear as well as swimwear.
Ann-Sofie Johansson, creative head of design at H&M, said: “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.”