Fila makes body toning claim for new clothing collection
14/10/2010
The company said it was hoping to follow in the footsteps of recent successful launches of toning footwear by offering apparel designed to increase muscle exercise by as much as 50%. To achieve this, BTS uses double-layered panels of Invista's Lycra Sport fabric, which is engineered to compress active muscles. Fila said this was "a novel design approach that represents a new era of interactive sports training and fitness apparel".
The collection includes a resistance tank, short, tight capri, capri, pant and long tight. The BTS collection provides 41% more support than traditional athletic leggings made from polyester or spandex, Fila said, effectively smoothing targeted areas and reducing the appearance of cellulite. Flat seaming construction allows for greater comfort and range of motion.
“Body toning apparel is a natural progression of the recent successes in the toning footwear market,” said Jon Epstein, president of Fila USA. “We are thrilled to be on the leading edge of this fitness revolution with the first marketable application of an apparel toning collection for the women’s performance fitness market.”
Freya Tamayo, the brand's director of design, said BTS would completely change the perception of the clothing that women and men wear to work out. And for his part, Julien Born, global segment director for the active and outdoor markets at Invista Apparel, commented: “Lycra Sport fabric provides Fila with a well-balanced level of performance that is ideal for the unique demands of the Body Toning System. We look forward to advancing our collaboration with Fila and to further development in the women’s toning market.”
BTS will make its debut in Dick’s Sporting Goods stores across the US from October onwards, accompanied by strong advertising and social media campaigns.
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