LOS ANGELES — NBC’s weight loss reality show “The Biggest Loser” is moving into the activewear market.
This story first appeared in the April 28, 2010 issue of WWD. Subscribe Today.
NBC Universal Television Consumer Products Group and Reveille LLC have signed a licensing deal with Australian designer Bruno Schiavi to create and distribute an athletic apparel line for men and women that will hit stores in September to coincide with the show’s 10th season.
The 27-piece collection includes compression tops, shirts, shorts, pants and jackets in brightly colored performance fabrics. Jackets are cut longer to cover bottoms and waistbands on shorts are cut higher to hold in the stomach. There are plentiful zippers and pockets for iPods and keys.
The line is priced from $39 to $59 retail and will be available in multiple distribution channels in the U.S. and 11 other countries. The company declined to give sales estimates.
“I wanted to create an inspiring and motivational collection that was both functional and stylish,” said Schiavi, chief executive officer of Jupi Corp., which has also created shapewear for plastic surgeon Robert Rey and lingerie for Janet Jackson and Australian pop star Delta Goodrem. “Nobody else really does fashionable pieces in larger sizes; they all look like sacks.”
The collection is sized from S to 5XL so that people can continue to wear it as they lose weight, just as “The Biggest Loser” contestants do. Their feedback was crucial to Schiavi during the design process because “they are in the trenches every day and they need pieces with endurance and comfort,” he said, noting the pieces use moisture wicking breathable fabrics and are designed not to chafe the skin.
“Everyone’s watching you at the gym, so that’s where you want to look and feel good,” Schiavi said. “It’s about building self-esteem and encouraging people to take the first step toward a healthier lifestyle.”
“The Biggest Loser,” which ranked 32nd in Nielsen ratings of 310 shows aired this year, is broadcast in 97 countries and has spawned branded appliances, fitness equipment, books, DVDs, video games, protein supplements and a fitness resort.