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Giorgio Armani and Reebok are ready to hit the gym and the streets.
This story first appeared in the April 28, 2010 issue of WWD. Subscribe Today.
They are combining to produce an activewear collection for men and women called EA7/Reebok that will arrive in select stores, as well as gyms, worldwide in July. The line will feature apparel and footwear designed for fitness activities. There also will be a lifestyle footwear offering under the Emporio Armani/Reebok label.
The EA7/Reebok collection for men features fitted tank tops or long-sleeve technical tops, as well as running shorts and fleece hoodies. Women’s pieces include harem pants with coordinated hooded tops, slim-fit fitness pants, running tanks, Ts or tights, tunic dresses and fleece hoodies. There are also two styles of running shows in the EA7 collection. The Emporio Armani/Reebok footwear offers four styles, ranging from dress sneakers to retro court or vintage running models.
The initial capsule collection will offer 40 apparel pieces and 15 footwear styles for each gender, a number that is expected to increase in future years. Prices will range from $65 for basic T-shirts to $190 for waterproof technical jackets. The footwear will sell for $140 to $150.
“Sportswear and activewear have become really important parts of our wardrobes,” Armani said. “I wanted to offer my customers the possibility of wearing sports clothes that were stylish and comfortable. My new alliance with Reebok is a natural consequence of this philosophy. As with all my collaborations, I am delighted to be working with experts in their field.”
Describing the collection as “the convergence of fashion and sports,” Reebok president and chief executive officer Uli Becker said the “overall intent” is to create authenticity. “For Armani, it was about getting sports credentials, and for Reebok, we got style credentials.”
Katrin Ley, head of brand strategy, business development and women’s for Reebok, said the centerpiece of the line is its “technical construction, but it also has Armani’s stylish skin. It’s for the active consumer who wants to look good.”
Distribution will be in Emporio Armani and Reebok stores and online as well as through “select high-end department stores and gyms” in the U.S., Europe, Asia and Latin America, Becker said. In Reebok stores, he added, the line will receive “marquee presentation — we’re not just squeezing it in.”
The companies plan a print and outdoor advertising campaign and an online initiative. The ads feature male and female models in poses that accent the active focus of the line.
Becker expects the partnership to continue. “I don’t think brand collaborations should be a one-time thing; it doesn’t build equity,” he said.