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Move over LuLulemon, H&M is trying to step in your territory with their new H&M Sport line , that will focus on performance, fit and function.The new H&M Sport will offer greater choice and new designs for more sporting activities, reflecting the increasingly active lifestyles of women, men and children.
“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,” 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 medallist Therese Alshammar.
The new H&M Sport collection has been designed with input from world class professional athletes from the Swedish Olympic team, placing the emphasis on performance, with a natural instinct for fashion. As well as a new visual identity, H&M Sport will also get its own dedicated area in selected stores. The expansion confirms H&M’s long-term commitment to H&M Sport, and its rapidly growing engagement with the world of sport.
I want that entire outfit above!
Photo from H&M