SPEEDO ADDS SOME MUSCLE WITH ITS PERFORMANCE LINE
Byline: Rosemary Feitelberg
NEW YORK — Speedo is diving into the gym.
For spring, the swimwear label has unveiled a performance-oriented activewear collection, geared for kickboxers, marathoners, yoginis and other fitness enthusiasts.
The company made the new collection more fashion-oriented and technically advanced than the branded basics sold in its 134 freestanding stores, a Speedo spokeswoman said.
“We saw how the market is going,” she said.
The 11-piece collection has two groups, basics and pastels and will only be offered at specialty stores, Speedo stores and via the company’s Web site, Speedo.com. Bra tops, tanks, bike shorts, leggings, capri pants and V-neck tops are offered in both groups. The pastel group also has a cami tank, scoop-neck tank, yoga pants, dance pants and a hooded jacket.
Wholesale prices range from $14 for a bra top or bike shorts to $22 for the zip-front hooded jacket or dance pants. The basics are offered in red, navy, charcoal, heather gray and black, and the pastel group is available in turquoise, purple, peony pink, along with granite and black.
Olympic swimmer Summer Sanders, a Speedo-sponsored athlete, appears in the promotional material and in-store images for the new activewear. She pitched in with the product’s wear testing and will make personal appearances at retail to plug the line, the spokeswoman added.
This summer, Speedo Yoga, a five-piece group, and a 14-style beach bungalow group that has a sporty, casual look, will be introduced.