The New H&M Sport Collection

The new H&M Sport: an expanded concept with focus on performance, fit and function 

Swedish retail giant H&M announced the evolution and growth of its H&M Sport concept in January 2014. The new H&M Sport will offer greater choice and new designs for more sporting activities, reflecting the increasingly active lifestyles of women, men and children.

The collection has been designed with input from world-class professional athletes from the Swedish Olympic team, placing the emphasis on performance, with a natural instinct for fashion. In addition to the new visual identity, H&M Sport will also get its own dedicated area in selected stores.

“The new H&M Sport is so exciting, especially with the expert input from athletes from the Swedish Olympic team. Sport and fitness is becoming an increasingly important part of all of our lifestyles, and the new H&M Sport is there to help you look and feel great,” says Ann-Sofie Johansson, Creative Head of Design at H&M.

The women's collection offers pieces for multiple disciplines. That means running clothes for whatever the weather, with a windproof and water-repellent running jacket along with all other running needs; athletic quick-dry pieces for workouts; loose and comfortable garments for body and mind activities such as yoga, and protective fleece jackets and water-repellent bottoms for those who love the outdoors. Functionality and comfort are key to the design and so is colour which comes in a wide palette.