H&M Joins High Street Sports Race

Men seeking out active wear will soon have one more place to shop. Swedish retailer Hennes & Mauritz AB, commonly known as H&M, has revealed plans to compete in the athletic arena.

H&M Sport is a dedicated sportswear line, designed with expert input from athletes in the Swedish Olympic team. Bosses plan for the collection to have its own separate retail space in selected stores when it drops early next year.

The high street name, which is the world’s second largest clothing retailer, is to go up against the likes of Gap and Uniqlo, who have launched similar collections in recent years.

“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, H&M

In recent years, H&M has become known for housing David Beckham’s body wear range. They will be hoping to mirror Beckham’s in store success with the active wear line, which also spans its women and children’s departments.

Key garments in the menswear arm of the venture are designed for running, tennis and basic athletics. Workout t-shirts, sleeveless hoodies and tennis shorts are all expected to make an appearance.

H&M Sport is landing in stores January 2014 with prices starting at €7.95 (£6), going up to €79.95 (£66).

H&M Sport Lookbook