Babystyle and Reebok Launch Maternity Activewear
Los Angeles-based maternity and baby brand Babystyle has signed a licensing agreement with Reebok International Ltd. to sell its newly launched activewear collection for moms-to-be on the company’s Web site.
Reebok’s newly launched maternity collection marks a whole new direction for the Canton, Mass.-based sportswear apparel and shoe maker, which reported sales of approximately $3 billion in 2001.
Babystyle, a division of e-Style Inc., which is also parent company of Kidsstyle.com, quietly launched the collection on its Web site four months ago. The line retails between $35 and $54.
Reebok Brought to You By Babystyle incorporates active styles into a maternity fit, said Babystyle founder and chief executive officer Laurie McCartney.
The five-piece collection features a boot-cut pant, bike short, V-neck Tshirt, racer-back sports bra and tank with built-in support bra. The line uses high-stretch, machine-washable cotton/ Lycra with Reebok’s Hydromove, a moisture-management treatment. Each piece is designed to meet the needs of expecting moms who plan to stay fit through yoga and walking.
“We’re excited and proud to be launching Reebok’s first maternity collection,” said McCartney. “The expecting mom demands stylish, high-performance clothing for her increasingly active lifestyle. This new partnership brings her just that.”
For more information, visit www.babystyle.com and www.reebok.com. —Claudia Figueroa
