H&M is proud to announce the evolution and growth of its H&M Sport concept in January 2014. The new H&M Sport will offer greater choices and new designs for more sporting activities, reflecting the increasingly active lifestyles of women, men and children. The new H&M Sport collection has been designed with input from world class professional athletes from the Swedish Olympic team, emphasizing on performance, with a natural instinct for fashion. Besides a new visual identity, H&M Sport will also get its own dedicated area in selected stores.
“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,” says Ann-Sofie Johansson, Creative Head of Design at H&M.
“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,” says Swedish swimmer and Olympic medalist, Therese Alshammar.
For women, H&M Sport offers pieces for multiple disciplines. This means running pieces for every weather, with a windproof and water repellent running jacket along with all other running needs; athletic quick-dry pieces for workout; loose and comfortable garments for body and mind activities such as yoga, and protective fleece jackets and water-repellent bottoms for those who love the outdoors. Functionality and comfort are key to the design, such as the different support offered by three types of sports bra, while colours run from black, white and grey to hot pink.
For men, key running garments include running jackets, in either block colour or print, and printed running T-shirts. There are also athletic kits which include work-out T-shirts, warm-up tops and trousers, and sleeveless hoodies. For outdoors, there’s insulating jackets and base layers, as well as the fully waterproof shell jacket, and for tennis, there’s the essential polo T’s and tennis shorts.
