H&M are hoping to corner a whole new market with their new sportswear collection for both men and women. Designing gym wear and even yoga mats, the Swedish retailer’s affordable designs mix fashion with functional, with printed sports bras, neon details and form-fitting materials that make it easy to workout. The company even used seasoned athletes and Olympians to give their sporty designs a road test.
Swedish swimmer and Olympic medalist Therese Alshammar commented after trying some of the pieces:
“What we wear definitely make a difference when we compete. It’s been a great experience to offer out advice on this newly-expanded H&M Sport collection. Our focus has been on 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”.
Anna-Sofie Johansson, creative head of design, added that the high street store are going the extra mile to make people feel good while working out with their new collection:
“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”.
Check out a preview of some of the designs below!