Sports conglomerate Puma is to launch its Complete Bodywear Col lection this fall. The German-owned company stated: “The performance bodywear category has grown significantly in the last five years, creating a great opportunity to infuse the Puma DNA of sport lifestyle and fashion into this performance product,” said Tom Morgan, senior vice president of sales and marketing for Puma North America.
“As a brand, we are always trying to influence the worlds of lifestyle and sport, and show that more technical fabrics can also be worn as part of fashion and lifestyle. From a fit and design standpoint, ours is not the traditional high-end, very male-looking product.”
The first delivery goes out this month to about 150 doors, including sporting goods, sports specialty, department and Puma stores, according to Morgan. He predicted Bodywear could make up at least 5 percent of Puma’s U.S. apparel business. The company doesn’t break out U.S. sales, but globally, Puma’s apparel brings in about $1 billion annually.