Surf Brands Branch Out Into Fitness Apparel

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From: OC Register

  • O’Neill, Hurley and Roxy are leading the charge in new ocean lifestyle-inspired exercise clothing with activewear properties.
  • Customers want activewear that has performance technology, but that is also fashionable.  With these products, they can have both.  Hurley offers Nike DriFIT and Roxy boasts UV protection with durable yet comfortable fabrics, which means that they are closing the gap on catering to the diverse needs of these consumers.
  • These products are targeted to a specific segment: young women 16 to 30 who buy surf- and beach-lifestyle clothing and participate in physical activity indoors and outdoors- from yoga to beach volleyball.
  • These brands want to bridge the worlds of outdoor and gym workouts. They hope to also carve out a surf-wear niche in a fitness clothing market that’s lucrative but highly competitive with other popular fitness brands such as Lululemon Athletica, Athleta and Nike, which cater to the same active, affluent shoppers.

It’s too early to tell whether the new fitness lines will make a dent in the broader, $114 billion fitness apparel industry, but the responses to the products have been very positive. O’Neill already plans to expand their collection.