A new year calls for new workout gear. H&M knows this, as the Swedish brand giant is preparing to launch H&M Sport early next year just in time for the Sochi Olympics.
The performance range will focus on outerwear— specifically weatherproof jackets, warm-ups, and fleece—to soft launch in tandem with H&M's plan to outfit the Swedish Olympic team.
The idea of H&M moving into the performance category should come as no surprise, as the world's second largest fashion retailer in the world is one of the last of its size to make the move. Earlier this year H&M followed competing brands onto the tennis court with the help of tennis vet Tomas Berdych, Uniqlo has integrated a performance presence into their products with HEATTECH technology and a high profile sponsorship with Novak Djokovic, and other brand giants have successfully held down activewear extensions like GapBody and C9 by Champion at Target for years.
The lookbook preview inspires high hopes for H&M Sport. The muted palette looks wearable in or out of the gym and it's assumed that everything is super affordable. The collection is set to drop January 2.
