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Published
Dec 8, 2013
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H&M Sport to debut in January

Published
Dec 8, 2013

The hour is nigh for the launch of H&M Sport. The Swedish chain has just announced that its new activewear line will hit stores in January 2014. The chain has intermittently offered sportswear, such as its pop-up shops during the last Olympic Games in London. Now the line will be made a permanent category and especially get a lot bigger in range.

Images from the H&M Sport collection.



The collection will carry products for women, men and kids for a variety of sports. Running is at the heart of the adult collection as well as a range of outdoor products. The women's line will also strongly focus on yoga, plus specialty bras for a number of activities. The children's range offers a variety of sports with apparel and equipment for football, athletics, tennis, dance or swimming.

In terms of materials, H&M's activewear offering will obviously underscore comfort. Sponsor of the Swedish Olympic team, the clothing giant tapped the athletes’ expertise in developing the range, which offers high-tech fabrics that are fast-drying, water-repellent and breathable. The entire line will be featured on the chain's e-shop (not yet international), but also in a selection of megastores in special sportswear corners.

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