Dive Brief:
- Shapewear brand Spanx has launched a new activewear collection, according to a Tuesday press release sent to Fashion Dive.
- The light compression line is called Spanxsmooth OnForm, and it features pieces made from “breathable, sweat-wicking, and quick-drying” fabric. It’s intended for use in both low-intensity exercise and causal settings, according to the release.
- The 24-piece collection is available exclusively through the company’s e-commerce platform and comes in six colors. Sizes range from XS to 3X and prices range from $58 for a low-impact sports bra to $158 for a full-length bodysuit.
Dive Insight:
Spanx launched its first activewear collection in 2011, and the company plans to add additional drops to its new Spanxsmooth OnForm line in the future, according to a company spokesperson.
Currently available OnForm pieces include flexible waist leggings and pants, sports bras and tops with removable cups, plus jumpsuits and jackets.
“Our activewear assortment continues to grow year over year as our customers seek newness within the category to adapt to their ever-changing lifestyles,” Kiana Miree, chief merchandising officer at Spanx, said in the release. “With the launch of SPANXsmooth OnForm, we’re delighted to offer expanded options to meet her needs and preferences, whether dressing for a workout class, everyday errands, travel, and beyond.”
Sara Blakely, who founded Spanx in 2000, sold a majority share of the business to investment firm Blackstone in 2021 in a deal that valued the company at $1.2 billion. Blakely still holds a stake in the business, and the company promoted Cricket Whitton from president to CEO last year, per Whitton’s LinkedIn page.
In August, Blakely announced the launch of a footwear brand called Sneex, which combines high heel and sneaker styling to create a hybrid shoe the company refers to as “hy-heels.”
Meanwhile, spending in the athleticwear category dropped 6% year over year in 2024, according to a recent report by Consumer Edge.
