Macy’s Expands Fitness Brand to Men With ID Ideology
January 25 2017 - 9:00AM
Business Wire
The affordable activewear line has been
extended with a collection of stylish performance gear for everyday
athletes available exclusively at Macy’s stores and on
macys.com
Macy’s (NYSE:M) today announced an expansion of the retailer’s
popular Ideology activewear line with the launch of ID Ideology, a
men’s collection available exclusively at 250 Macy’s stores and
online at macys.com. ID Ideology is a line of performance clothing
that embraces all those who are committed to putting in the time,
effort and sweat toward reaching their goals, and the marketing
campaign features several incredible men who have done just that.
Obstacle course junkies, circuit trainers, runners, cyclists, and
even those guys just getting back on a gym regimen, all have the
dedication to be considered athletes in their own right, and ID
Ideology has everything they need to perform at their best.
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Ideology activewear expands into men's
with ID Ideology, exclusively at Macy's; tech hoodie, $55;
camo-printed tee, $25; tech joggers, $45 (Photo: Business Wire)
“It’s not only professional athletes who inhabit fields, courses
and tracks,” said Nancy Slavin, senior vice president of Macy’s
Private Brands Marketing. “People who work in offices, coffee
shops, hospitals, schools, and everywhere in between are committing
to their health and wellness, and are working out to reach their
goals—that makes them athletes. With ID Ideology, we are getting
them out of their old t-shirts and shorts, and into performance
gear that will help take them to the next level.”
ID Ideology is about action and motion, and the pieces in the
collection are designed to maximize performance under all
conditions. The range includes sleeveless, short- and long-sleeved
tees, training shorts, running leggings, as well as track jackets
and track pants. Select pieces are equipped with technology to
facilitate and enhance the execution of dynamic movement—RapiDry
technology, 4 Way Stretch, ventilation, water resistance,
reflective panels, and body mapping in high sweat rate regions
allow every man to be the best athlete he can be, rain or shine,
day or night. The assortment also includes tech hoodies and
joggers, as well as lightweight shell jackets that are wind and
water resistant, as well as breathable and durable. These pieces
round out a complete activewear wardrobe that can handle a workout,
and easily be incorporated into his everyday attire.
The design of the pieces is modern and calls to mind a
city-dwelling warrior. The seaming is architectural and elongates
the body, while a sharp and tight color palette of white, grey and
black, with jolts of blues and reds tie each piece into a unified
collection. Digital camouflage and engineered ombre prints, along
with linear embossing gives the line a bold yet urbane aesthetic
that projects strength. The days of wearing worn-out clothing to
the gym are over; ID Ideology has the pieces to make men look and
perform like the athletes they are.
ID Ideology encourages men to tap into their potential to
accomplish the seemingly impossible. The marketing campaign
“Accepting All Athletes” can be followed on social media and
highlights people who have worked hard to reach their goals. One
inspiring individual featured in the ID Ideology campaign is
Redmond Ramos, a former Navy Corpsman combat medic with the Marines
who lost his left leg while serving in Afghanistan. Undeterred by
his injury, Ramos took the challenge and turned it into an
opportunity, pushing himself to medal at the Warrior Games an
astonishing 11 months after losing his leg. Ramos has also won
medals at the Invictus Games and Endeavor Games, and was the
inaugural champion of CBS Sports’ Triumph Games. Joe Moravsky, a
27-year-old meteorologist from Sherman, CT, is a top athlete of
NBC’s “American Ninja Warrior” and Esquire Network’s “Team Ninja
Warrior.” Moravsky’s determination, strength and commitment are
hallmarks of ID Ideology, and he represents the everyday athlete in
all of us. Working as a weatherman, Moravsky also teaches
gymnastics and parkour, all while balancing being a father and
husband. Isaiah Rivera is a 19-year-old student at the University
of Central Florida who doubles as a professional basketball dunker.
Rivera’s impressive and jaw-dropping dunks are the result of hours
of practice and conditioning to fine tune and perfect his skills.
All three men have unique backgrounds and are prime examples of ID
Ideology’s core belief that everyone has a titan within.
ID Ideology extends the already existing Ideology line of
popular women’s, plus-size,and girls’ affordable activewear.
Product from the ID Ideology collection is priced from $25 to $70,
and available at 250 Macy’s stores and on macys.com.
About Macy’s
Macy's, the largest retail brand of Macy's, Inc., delivers
fashion and affordable luxury to customers at 734 locations in 45
states, the District of Columbia, Puerto Rico and Guam, as well as
to customers in the U.S. and more than 100 international
destinations through its leading online store at macys.com. Via its
stores, e-commerce site, mobile and social platforms, Macy's offers
distinctive assortments including the most desired family of
exclusive and fashion brands for him, her and home. Macy's is known
for such epic events as Macy's 4th of July Fireworks® and the
Macy's Thanksgiving Day Parade®, as well as spectacular fashion
shows, culinary events, flower shows and celebrity appearances.
Macy's flagship stores -- including Herald Square in New York City,
Union Square in San Francisco, State Street in Chicago, and
Dadeland in Miami and South Coast Plaza in southern California --
are known internationally and are leading destinations for
visitors. Building on a more than 150-year tradition, and with the
collective support of customers and employees, Macy's helps
strengthen communities by supporting local and national charities
giving more than $69 million each year to help make a difference in
the lives of our customers.
For Macy’s media materials, including images and contacts,
please visit our online pressroom at macys.com/pressroom.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170125005285/en/
Macy’s Media RelationsJulie Strider-Fukami,
646-429-5213julie.striderfukami@macys.comorBilly Dumé,
646-429-7449billy.dume@macys.com
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