ThirdLove, the renowned American lingerie brand, has announced its foray into the activewear category.
While making the announcement yesterday (22 September), the US brand said that the launch comprises 3 exquisite collections, namely The Kinetic Collection, The Flex Collection and the Muse Collection – notably, these are high, medium and low impact, respectively.
Importantly, the foundation piece of ThirdLove’s activewear category is Kinetic Impact Sports Bra. The same has undergone two years of extensive research and development and is based on brand’s Classic T-shirt Bra.
The price points for the entire sports bra section range from US $ 45 to US $ 70.
The move couldn’t have come at a better time for ThirdLove, considering the worldwide women’s activewear market is expected to touch US $ 217 billion by 2025.
This also, many experts believe, could have prompted the brand to launch Kinetic Impact Sports Bra that comprises cup and band sizing against the traditional small, medium and large size designation for products.
While many believe ThirdLove seems to be now all set to face Victoria’s Secret in the fast-growing activewear market, there are others too in the race like Thinx and Allbirds – not to mention JCPenney that also recently revamped its activewear brand.
ThirdLove was founded in 2013, and is known for marketing body positivity and offering size-inclusive bras and half-cup sizes. It produces bras in 78 different sizes.