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Brief Published: 20 Jan 2014

H&M Free Runner Activewear Film

Swedish high-street retailer H&M has launched an activewear collection called H&M Sport. It has also collaborated with Flow, the London-based urban sports channel on YouTube, on a short film to celebrate the release.

The film sees dynamic free runners leaping all over London in pieces from the collection before arriving at H&M’s Oxford Circus flagship store. Taking in famous London sights such as Trafalgar Square and the Underground, the video aims to inspire and inform, showcasing the product being put through its paces while drawing out words such as ‘breathable’ and ‘waterproof’ to highlight design features.

Coinciding with the annual January ‘keep fit’ resolutions, the launch also comes just before H&M attires Sweden’s athletes in the upcoming Winter Olympic Games. Presented with the tag line ‘Go Athletic. Stay Fashion’, the line is said to combine fabric technology with contemporary design for a fashion-meets-sport aesthetic.

UK-based industry-focused blog Business of Fashion also highlighted H&M’s notable move into sportswear in a report looking at this burgeoning market sector, with the likes of US designer Tory Burch set to release a tennis-inspired sports collection, and UK fitness-wear brand Sweaty Betty recently expanding to the US.

H&M Sport launched online and in-store on January 16.