H&M strengthens sportswear offering with Barcelona launch of new running collection
Madrid – H&M presented its new collection for runners this Thursday_ March 19_ at what the Swedish fashion multinational described as an “unprecedented global event in Barcelona”. The menswear and womenswear collection strengthens the brand's position in the increasingly strategic sportswear segment. It further specialises the offering of its H&M Move line_ while also advancing the strategy of “building community” around the sports-focused brand.
The event_ titled “H&M Moves Barcelona”_ was held at the Los Tinglados venue in the port of Barcelona_s La Barceloneta district. FashionUnited was invited by H&M to attend the presentation. The retailer_s dual ambitions for this new running collection were clear from the outset. The programme was organised in two parts: a presentation for media and key figures detailing the unique aspects of the latest H&M Move collection for runners; followed in the afternoon by a large-scale 5K race_ organised in collaboration with some of Barcelona's leading running communities.
On Thursday morning_ we attended the initial presentation event. H&M Move_s design managers_ Marie Fredros_ head of the design department for H&M's sportswear brand_ and Robin Wrangel_ product developer for its menswear line_ detailed the key aspects and unique features of the new collection for runners. This was followed by a panel discussion titled “Running Shapes Culture”. The panel was moderated by Martha Pazienti Caidan_ a BBC radio presenter and founder of the Tempo London running club. Panellists included Elly Philps_ a trend expert from WGSN; Alex Boisset_ co-founder of the Spanish healthy snack brand B3tter Foods and founder of its B3tter Run Club; Spanish designer Pepa Salazar; and Fredros from H&M Move. The discussion explored how sport_ fashion and community converge in running_ particularly through the rise of running clubs. It also examined how this collection was designed to respond to this combination of elements and new realities to “connect” with consumers.
“Raising the standard of accessible activewear begins with precision in the design process_” stressed Marie Fredros_ head of design for H&M Move line. She added that the Swedish firm's sportswear brand has sought to deepen its specialisation with collections like this latest one for runners. This presents a challenge_ as the products must be not only aesthetically pleasing but also commercially competitive. They must meet the demands of a specialised consumer_ not a general audience. This audience knows what it wants and can clearly distinguish if a product meets the technical specifications required for a sport like running. Regarding this collection_ Fredros noted_ “from the weight of the fabric to the placement of pockets and seams_ every detail has been considered to ensure comfort over long distances.”
Now on sale in Spain
Coinciding with the presentation and panel discussion_ the new H&M Move running collection went on sale this Thursday_ March 19. It is available exclusively in Spain through the chain's online store and in select physical stores. H&M used this early launch to highlight the country's role as the global presentation location for the collection. The international launch will follow_ with the collection becoming available online and in select H&M stores globally from next Thursday_ March 26.
Regarding the collection itself and the design details mentioned by Fredros and Wrangel_ the most notable feature is its colour palette. It is so subtle it might go unnoticed. The collection moves away from the typical fluorescent and neon tones favoured by most running brands. The usual high-intensity blues_ yellows_ greens and pinks are replaced by a symphony of soft dusty pinks_ aquamarine blues and butter yellows for the womenswear collection. The menswear collection features whites_ blacks and a range of muted greys and greenish-greys. This colour spectrum is complemented by strategic reflective details to ensure runners' visibility. The brand has also catered to its specialised audience with features like pockets designed for mobile phones or headphones; back straps on trousers and leggings for tying up T-shirts during an “intense run”; and perforations in the T-shirts for attaching race numbers.
“The collection includes technical garments such as shorts_ tops_ sports bras and lightweight gilets_ as well as accessories designed to accompany runners in different conditions and training moments_” H&M management summarised regarding the new H&M Move running collection. When designing each piece_ the aim was to maintain “a minimalist aesthetic that combines functionality and style.”
A 5K race along La Barceloneta beach
The second part of the global presentation in Barcelona took place in the afternoon. The Los Tinglados venue_ where the collection was displayed_ served as the start and finish line for a 5K race. H&M organised the race in collaboration with some of Barcelona's most active running clubs_ including Itinerari_ Running Club Barcelona and Revel. The route ran along the breakwaters of the port of Barcelona_ at the foot of the iconic W Barcelona hotel. More than 200 people participated_ including local and international runners_ content creators and athletes.
After the race_ H&M continued to foster a sense of community_ a key goal for its H&M Move activations and running collections. The brand offered all participants the chance to recover at the Los Tinglados venue. A “Move Workout Bar” serving drinks and snacks had been available since the morning. There was also a “Move Recovery Hub” where runners could take “revitalising” ice baths or participate in guided massage and stretching sessions for muscle recovery.
“Reflecting the diverse and growing running culture in the city_ the race took place along the Barceloneta and culminated in a post-run gathering at the iconic Los Tinglados space_ reinforcing the social and community aspect of running in the city_” highlighted H&M Move management. The activation “is framed at the intersection of running_ fashion and communities” and “celebrates Barcelona's running communities at a key moment in the city's marathon season.”
