Reebok stretches into maternity apparel

Dive Brief:

Reebok earlier this month launched a maternity collection, designed for new and expecting mothers, according to a company press release. The collection is meant to offer "options for an active lifestyle," including hitting the gym or running errands.
To start with, the collection will include leggings and tank tops in sizes XS to XL, with high-stretch fabric. The core products, the Lux Maternity Tight and the Seamless Maternity Tank, are both built with softness, comfort and support in mind, according to the release.
Priced at $65 and $40 respectively, the products are available in the U.S. currently, with plans to roll out globally starting in the fall of 2019. The collection debuted with black and navy, but the company intends to offer more color choices soon.

Dive Insight:

In a world where athletics retail, and athleisure in particular, is striking a chord with consumers, major players are looking for more ways to give women access to the trend. Reebok's move into the maternity space is just one example of that.

Earlier in the year, Nike made a play for the yoga market, debuting options for both men and women in a direct shot at specialty retailers Lululemon and Athleta. Nike also placed a focus on inclusivity with the recent debut of plus-size mannequins in its London flagship store. Reebok also extended sizing for women this spring, the company said, including sizes 1X to 3X.

The move to support women in athletics has also led some brands to expand their offerings beyond just performance leggings and T-shirts. For example, Outdoor Voices launched an exercise dress last year in addition to the leggings and sports bras it had become known for.

Other retailers have taken it a step further by moving into the personal care space. Lululemon in June debuted a line of self-care products, which includes deodorant and dry shampoo, among other things, and Puma partnered with Maybelline for a performance-based makeup collection.

Reebok's move into the maternity space seems to be another effort to support a piece of the women's market that has traditionally been underserved.

"Our goal is to create comfortable, supportive apparel for the active woman in every stage of her life, and we want this versatile collection to keep moms-to-be feeling empowered and confident during any activity, whether they're at the gym or at work," Barbara Ebersberger, vice president of performance apparel at Reebok, said in a statement.