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The Athlete’s Foot launches activewear online

The Athlete’s Foot has stepped into a new category, now stocking activewear and performance clothing on its website.

The athletic and lifestyle footwear retailer will introduce items from 40 brands such as ASICS, Puma, Adidas, On Running, New Balance, 2XU and New Guard, as well as accessories such as socks, exercise bands, massage balls and bags.

“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 athleisure wear into their lives,” general manager of Accent Group’s performance division Steve Cohen said.

“People are looking for activewear that fits their lifestyle. I am beyond excited to add to our customer’s overall experience and can’t wait to provide people with a complete selection of products to help them keep fit and healthy.”

Parent company Accent Group purchased activewear business Stylerunner in late 2019 after it entered voluntary administration, in an effort to reach a new, predominately female audience while entering a new category.

“It was attractive to us that they had a great position with yoga wear and outerwear, and we’ve seen the wellness piece as a big growth market,” he told Inside Retail at the time.

“We think the name resonates with the consumer, and the market position it has is something we feel the market is missing at the moment.”

Agostinelli also said the business was considering Stylerunner-branded stores.

As a part of Accent Group, The Athlete’s Foot has seen significant digital investment in-store, with the brand’s MyFit3D technology launched across 140 stores in Australia and New Zealand – and is now available online through the launch of MyFit Virtual, which connects customers to a Fit Technician online.

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