Athletic and lifestyle footwear retailer The Athlete’s Foot has ventured into apparels for the first time with a new category, selling activewear and performance wear clothing on its website.
The brand is ready to host the products from the likes of ASICS, Puma, adidas, New Balance, New Guard, 2XU and On Running, amongst others.
The activewear category will also include accessories such as socks, massage balls, exercise bands and bags from the same brands.
Additionally, The Athlete’s Foot’s parent company Accent Group bought activewear maker Stylerunner out of bankruptcy last 2019 in an effort to reach a new and predominantly female consumer base.
This prompted the entry of The Athlete’s Foot into the segment even more, having already established a name retailing athletic footwear.
General Manager of Accent Group’s performance division, Steven Cohen, said “Apparel is a natural fit for The Athletes Foot. We have seen an undeniable increase in trends as more and more people are looking to incorporate workout and athleisurewear into their lives.”
He added that as more and more customers are looking for activewear, the brand will be able to provide a more holistic experience by adding complete sections of products.
Under the banner of Accent Group, the brand has invested a lot in digitisation in-store as well as online.
In 140 stores across Australia and New Zealand, The Athlete’s Foot provides MyFit3D technology and there is a MyFit Virtual assistant available which connects customers to a Fit Technician online.