H&M to launch new concept for sportswear line
High street fashion retailer H&M is launching a new concept for its H&M Sport range.
Making its debut worldwide in January 2014, the new H&M Sport collection has been designed with input from professional athletes from the Swedish Olympic team with an emphasis on performance, fit and function.
As well as a new visual identity, H&M Sport will get its own dedicated area in selected stores. H&M said the new concept confirms its long-term commitment to H&M Sport and the retailer’s growing engagement with the world of sport. The collection includes athletic clothing for men, women and children.
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.”
