H&M road-tests sportswear concept for 2014

By

Olivier Guyot

Published
Mar 25, 2013

During the Olympic Games in London last summer, H&M opened two H&M Sports stores in the city: one in Covent Garden and the other in Westfield Stratford City. The initiative proved to be a success for the fast-fashion group, who are now looking to deploy its sports concept in 2014.

CEO of the group, Karl Johan Persson, has said that the sportswear line has been rethought to include items for men, women and children and will be available in early 2014. “The line will be significantly vaster than it is today and will consist of clothing and accessories specially developed with functional materials that can be used for a multitude of sporting activities.”

The group has confirmed that the line will first be available online as well as in a selection of stores across 15 countries. The news of H&M’s sports concept comes not long after top competitors Mango and Zara announced similar plans in the sporting goods world.

Currently, H&M sportswear is limited to around 30 pieces for women and just a handful for men, as well a collection aimed at urban cyclers, H&M for Brick Lane Bikes.