The label’s optimistic take on athleticwear will be available for purchase at Urban Outfitters.
The company will grind down the Futurecraft.Loop sneakers to make new shoes once they are ready to be discarded.
This is the second time Ben Sherman will partner with British athletes in the global sports arena.
The new label boasts a creative director, formerly of Equipment, AG and Assembled Brands.
The new training product is said to promote improved performance and energy return and provide the same benefits to the body as an infrared sauna.
The 26-year-old tennis player just came off a strong year.
The brand offers performance products that are a more-gentle alternative to the macho active brands.
The new venture encompasses activewear, ath-leisure options, health and nutrition products, and fitness equipment.
Set to launch in April, the retro-flavored line includes trompe l’oeil bathing suits and fun leisurewear pieces.