Oysho launches first boxing range with Everlast
Oysho is expanding its activewear offering with the launch of a capsule collection dedicated to boxing. Joining other lines aimed at yoga, running, surfing and skiing, the capsule range takes the brand’s differentiation strategy one step further into the activewear segment. Historically known as one of Zara’s sister brands, Oysho has quietly expanded its sportswear range from a few basic garments to a full collection of performance clothing.
The capsule collection developed with Everlast, a boxing clothing specialist, features a series of performance items designed for high intensity workouts, flexibility and ease of movement.
The line includes a laser cut top, basic shirt, sports bag, short puffer jacket, Bermuda shorts and leggings. All pieces have the collaboration’s slogan ‘One More Round’ emblazoned in bold letters. Mauve is the main colour. Accessories such as gloves in white or black, skipping rope, professional boxing gloves and a pair of black boots with gold details round complete the collection. All items will go on sale this Monday in selected stores and online.
THE ACTIVEWEAR STRATEGY: FROM EVENTS TO HERO PIECES
With the launch of the new capsule collection, Oysho is strengthening its market positioning strategy, distancing itself from other lingerie and homeware brands with the aim of becoming a leader in other niche markets. When it comes to lingerie, the brand relies on simplicity, compared to the provocative designs of other brands such as Italy’s Intimissimi.
Along the same lines, its marketing strategy is discreet. Far from seeking the support of countless social media influencers and a minimal investment in catwalk shows, the brand prefers to host sports events such as yoga classes and surf-inspired fitness workouts. This is a completely different marketing approach compared with rivals Women’Secret and Etam, which showcase their latest collections with glitzy catwalk shows. Just last week, Intimissimi held such a show in Verona.
Instead of following the rest with heavy investments in massive media events, Oysho has preferred to change the rules of the game and move towards sportswear and healthy lifestyles. Whilst the majority of Inditex brands have introduced sportswear to capitalise on the streetwear trend, their ranges are less technical than Oysho’s. Currently, the brand sells trendy and performance-led pieces through limited edition collections. Although limited, they are well-designed and build an essential wardrobe for sports enthusiasts alongside hero pieces. These collections demonstrate the brand’s commitment and its wish to present an alternative to the French brand’s sexy outfits. From neoprene wetsuits to performance looks for skiing, the new addition of boxing gloves reveals that Oysho wants to be taken seriously when it comes to sportswear.
Coinciding with the launch, the brand will open an Oysho Sports Hub, a pop-up gym, in Madrid this week. From 10-14 September, the pop-up will host a series of sports events and classes such as boxing, surf’s up, fitness ballet and active yoga. A special masterclass by Joana Pastrana, the current champion of minimumweight boxing, will explore the art of boxing on 11 September at 7pm.
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