UK's Burton launches athleisure line, Josh Patterson is brand face

By

Sandra Halliday

Published
Jan 12, 2018

While athleisure is a category most often talked about in association with womenswear, Arcadia-owned menswear specialist Burton has just jumped into the category and has launched a new range for indoor and outdoor exercise, as well as leisurewear. 

And part of its marketing campaign includes a survey on how exercise can boost positive feelings.

The new line, called HIIT after the popular high intensity interval training workout method, has just been unveiled and is being promoted by Made in Chelsea star Josh Patterson as brand ambassador. He has been sharing images and video on his Instagram account this week.

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To back up the launch, the survey of 500 men conducted in recent weeks showed that 77% of men experience feelings of anxiety and low mood and that 58% use exercise to alleviate these feelings, while 86% see a noticeable change afterwards.

Some 56% of respondents said that what they wear counts and they feel more motivated to work out when they have new gym kit to wear. The most style-conscious were in Northern Ireland where 77% of men said it was key, closely followed by London at 66%.

In fact, 76% of London men said appearance is the most important reason to exercise and the South East generally is where the pressure to look good seems to be increasing the most, with 96% of men there saying pressure is growing.