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H&M’s Athletic Brand Expands Fitness Space For H&M Move

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H&M Williamsburg is a brand-new store experience that is fresh and surprising, while paying homage to the iconic neighbourhood. This week, H&M Williamsburg debuts “Chapter Two” of their year-long rotating style destination dedicated to H&M Move, H&M’s athletic brand. The store has transformed into a space featuring a kinetic, tactile playground showcasing the new H&M Move collection, celebrating the different ways we move by bringing together and inspiring Every Body to move in unexpected and playful ways.

H&Amp;M'S Athletic Brand Expands Fitness Space For H&Amp;M Move
Courtesy of H&M

H&M‘s Move Studio is an experimental space that is blurring the lines of what a typical fitness studio can be. The space is outfitted with chromotherapy light technology to evoke a soothing sensation, the studio transfers mental energy to the physical body resulting in elevated physical and mental strength. Featuring a thoughtfully curated selection of the brand’s most fashion styles, H&M Williamsburg will host exclusive programming and brand moments in a space designed to evolve throughout 2023.

H&Amp;M'S Athletic Brand Expands Fitness Space For H&Amp;M Move
Courtesy of H&M

“H&M Move aims to democratize movement, making it fun, inclusive, and stylish; exactly what the latest chapter of H&M Williamsburg is all about,” said Linda Li, Head of Customer Activation & Marketing for H&M Americas. “We’re inviting Every Body to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighborhood. Customers will also have the opportunity to discover our latest functional athletic wear, made with quality materials including DryMove and ShapeMove.”

H&Amp;M'S Athletic Brand Expands Fitness Space For H&Amp;M Move
Courtesy of H&M

While at H&M Williamsburg, Movers are encouraged to explore their sense of style with the latest H&M Move collection. Designed to empower everyone to get moving, the “Empower Collection” includes fashionable and functional apparel and accessories for women, men and kids. Each piece is designed with quality at the top of mind, including athletic tights featuring ShapeMove™ — a fabric that shapes the body and provides extra support, as well as DryMove – a material to pull moisture away from the skin.

The collection is available at select H&M stores, including H&M Williamsburg, and www.hm.com. H&M Williamsburg will offer one free fitness class daily, in an effort for Every Body in the community to join. Customers can sign up for classes by visiting www.HMWilliamsburg.com.


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I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.



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