The new Axcelerate by Speedo sports bras hits stores Dec. 25.

<STRONG>AXCELERATE’S GROWTH:</STRONG> Axcelerate sports bras by Speedo at The Warnaco Group is broadening its assortment in time to take advantage of New Year’s resolutions to hit the gym.<BR><BR>First deliveries are set for late December,...

AXCELERATE’S GROWTH: Axcelerate sports bras by Speedo at The Warnaco Group is broadening its assortment in time to take advantage of New Year’s resolutions to hit the gym.

First deliveries are set for late December, with distribution doubling to 300 department and sports specialty store doors, said Barbara Lipton, vice president and general manager of Warnaco’s Intimate Apparel Fashion Brands division.

“We’ve had overwhelmingly positive reactions from retailers who are ready for an alternative to their current offerings,” Lipton said. “With Speedo’s 97 percent global brand awareness and heritage of innovation, technology and authenticity, Axcelerate engineered by Speedo is perfect for today’s consumer who expects more from her sports bra than just fit.”

Lipton said the impact of fashion colors such as sea blue, citron and red has been “extremely well received.”

“With the fusion of fashion and sport [as] an important trend in ready-to-wear, I believe the inclusion of bold color will make an enormous impact at point-of-sale,” Lipton said.

Suggested retail for Axcelerate by Speedo sports bras is $32 to $35. Styles include low intensity, medium intensity, and high intensity for average and full figures.

This story first appeared in the June 6, 2005 issue of WWD. Subscribe Today.

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