Apparel eTailer Shopbop has debuted “Shopbop Moves,” an activewear campaign that includes a series of interactive workouts to amplify the launch of its new activewear category.
“The campaign offers a seamless and inspiring shopping experience through three scenarios — Sport, Workout to Wherever and Yoga & Lounge — all crafted with our active-oriented customers’ lifestyle in mind, and each matched with a thoughtful curation of brands,” said Stephanie Roberson, Shopbop’s general merchandise manager of buying.
“The Shopbop Moves campaign brings our distinct fashion point of view to the category and guides our customer on how to incorporate activewear pieces in their everyday wardrobe. We partnered with influential figures in the space, including Megan Roup of The Sculpt Society, Mélodie Vaxelaire and Madison Headrick to bring the campaign to life through inspiring, yet relatable imagery.”
Some of the labels launched in the activewear category include Alo Yoga, Beach Riot, Bala, Gucci, New Balance, Phat Buddha, and Tory Sport. The online retailer also plans to exclusively launch Port de Bras in mid-January.
As part of its campaign, Shopbop plans to offer a series of interactive classes, including pilates and dance workouts as well as health and wellness classes, throughout the month of January.
Shopbop’s move to launch the campaign comes as demand for self-care products, at-home-fitness equipment and athleisure apparel has risen exponentially since the rise of the COVID-19 pandemic and shows no signs of slowing down.