Equinox is extending its relationship with Rhone.The fitness company has selected the men’s activewear brand for its first pop-up retail concept. On Monday, April 24, Equinox will open 11 Rhone shops around the country, offering an expanded assortment of apparel and accessories. A special online link has also been created that went live on Wednesday night.The shops will be added to three Equinox clubs in New York, four in Los Angeles and one each in San Francisco, Washington, D.C., Dallas and Miami.“At Equinox, we push the limit and commit to high-performance living,” said Frank Rappa, senior director of retail for Equinox. “Rhone provides men’s premium performance apparel, combining cutting-edge technology and design. Together, we are creating an assortment of styles that work and wear well, representative of both brands, and are taking our members to the highest levels of their personal performance.”Cortney Ansel, senior vice president of sales for Rhone, added: “We have been working with Equinox since our launch and value the company not only as a retail partner, but also as a fellow disruptive brand in the active industry. We are looking forward to increased exposure with our target customer through this elevated partnership.”To promote the partnership, Equinox and Rhone will host community workouts on May 11 at select clubs in New York, Los Angeles, San Francisco and Dallas that are free and open to the public as well as Equinox members. Attendees will be invited to participate in the gym’s most popular group fitness class, MetCon3, and then will have access to discounted shopping, special Equinox promotions and a gift bag featuring Rhone’s latest GoldFusion technology which infuses gold particles into the brand’s fabrics for a soft, fast-drying, long-lasting, odor-neutralizing garment.Equinox operates 87 clubs around the U.S. as well as international locations in Toronto, Vancouver and London. The company will extend its brand into the hospitality industry in 2019 when it opens Equinox Hotels, which are intended to cater to the high-performance traveler.Rhone was founded in 2014 and last month received a significant growth investment from L Catterton, a partnership between Catterton, LVMH and Groupe Arnault. The brand is now carried in over 400 retail doors including Bloomingdale’s and REI as well as Peloton Studios and Chelsea Piers.
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