Just when we thought we'd reached peak activewear market saturation, Shape magazine has now also gotten in the mix. Just a year after Meredith Corporation purchased the fitness and lifestyle title, the media conglomerate has announced a licensing partnership with Apparel Bridge LLC to create Shape Active, a women's activewear collection available now through retailers including Dick's Sporting Goods, Kohl's and, soon, Amazon.
Shape Active, priced between $30 to $100, features the kind of high-tech materials shoppers have to come to expect from their fitness gear, including moisture-wicking fabric and glow-in-the-dark effects in bright colors and patterns "imbued with the personality of Shape," according to a rep for Meredith. The editorial team did not have any input on design, however.
Licensing is a major part of Meredith's business — it made $17.7 billion in total retail sales of licensed products in 2014 according to License! Global, mostly thanks to Better Homes and Gardens partnerships. But Shape Active marks its first foray into apparel. The collection will be advertised in several of the company's magazines and the collection will appear in Shape editorials. It's yet to be determined if readers will buy into the idea, but Meredith is betting the activewear bubble won't burst... yet. And if Self (which has suffered layoffs over the past year) and Women's Health (which has shared content with Domino) are any indication, fitness magazines need to think outside the box to survive.
See images of the Shape Active collection below.