Reebok launched this month a maternity collection designed for new mothers and pregnant women. The collection is designed to offer “options for an active lifestyle,” including going to the gym or shopping.
For starters, the collection will include leggings and tank tops in sizes XS to XL, with a highly stretchy fabric. The main products, the Lux Maternity Tight and the Seamless Maternity Tank, are both designed to offer softness, comfort and support, according to the release.
Priced at $ 65 and $ 40 respectively, the products are currently available in the United States and are expected to be rolled out globally beginning in the fall of 2019. The collection debuted in black and navy blue. the company intends to offer more color choices.
In a world where retail athletics, particularly athletics, is reaching consumers, key players are looking for more ways to give women access to the trend. The relocation of Reebok to the maternity area is just one example.
Earlier this year, Nike played for the yoga market, offering men and women innovative options directly from Lululemon and Athleta specialty retailers. Nike has also focused on inclusivity with the recent launch of supermodels in its flagship London store. Reebok has also expanded sizes for women this spring, the company said, including sizes 1X to 3X.
The decision to support women in athletics has also led some brands to expand their offer beyond simple leggings and performance t-shirts. For example, Outdoor Voices launched an exercise dress last year in addition to leggings and sports bras for which it was known.
Other retailers took a step further by moving into the personal care space. In June, Lululemon launched a range of skincare products, including deodorant and dry shampoo. Puma has teamed up with Maybelline for a performing makeup collection.
Reebok’s relocation to the maternity world seems to be another effort to support part of the traditionally under-served women’s market.
“Our goal is to create comfortable, supportive clothing for the active woman at every stage of her life, and we hope that this versatile collection will help expectant moms feel empowered and confident in any activity, whether at the gym or the gym. or at work, “said Barbara Ebersberger, vice president of performance clothing at Reebok, in a statement.
REEBOK. Boston, Massachusetts, U.S.A. Phone: 1-866-870-1743. https://www.reebok.com