H&M has announced the evolution and growth of its H&M Sport concept in January 2014. The new H&M Sport will offer greater choice and new designs for more sporting activities, reflecting the increasingly active lifestyles of women, men and children.

The new H&M Sport collection has been designed with input from world-class professional athletes from the Swedish Olympic team, placing the emphasis on performance, with a natural instinct for fashion. As well as a new visual identity, H&M Sport will also get its own dedicated area in selected stores. The expansion confirms H&M’s long-term commitment to H&M Sport, and its rapidly growing engagement with the world of sports.

“The new H&M Sport is so exciting, especially with the expert input from athletes from the Swedish Olympic team. Sport and fitness is becoming an increasingly important part of all of our lifestyles, and the new H&M Sport is there to help you look and feel great,” says Ann-Sofie Johansson, creative head of design at H&M.

“What we wear definitely makes a difference when we compete. It’s been a great experience to offer our advice on this newly expanded H&M Sport collection. Our focus has been on checking the pieces for fit and function, for performance and also for comfort. These new H&M Sport pieces will help everyone get the most out of their sporting life,” says Swedish swimmer and Olympic medalist Therese Alshammar.

For women, H&M Sport offers pieces for multiple disciplines. Functionality and comfort are key to the design and so is color which comes in a wide palette. For men at H&M Sport, key running garments include running jackets, in either block color or prints, and printed running T-shirts. H&M Sport has pieces for boys and girls of all ages, whether it’s for play or practice.