MACY’S EXPANDS FITNESS BRAND TO MEN WITH ID IDEOLOGY

Macy’s has announced an expansion of the retailer’s popular Ideology activewear line with the launch of ID Ideology, a men’s collection available exclusively at 250 Macy’s stores and online at macys.com.

ID Ideology is a line of performance clothing that embraces all those who are committed to putting in the time, effort and sweat toward reaching their goals, and the marketing campaign features several incredible men who have done just that.

The range includes sleeveless, short- and long-sleeved tees, training shorts, running leggings, as well as track jackets and track pants. Select pieces are equipped with technology to facilitate and enhance the execution of dynamic movement—RapiDry technology, 4 Way Stretch, ventilation, water resistance, reflective panels, and body mapping in high sweat rate regions allow every man to be the best athlete he can be, rain or shine, day or night. The assortment also includes tech hoodies and joggers, as well as lightweight shell jackets that are wind and water resistant, as well as breathable and durable. These pieces round out a complete activewear wardrobe that can handle a workout, and easily be incorporated into his everyday attire.

The design of the pieces is modern and calls to mind a city-dwelling warrior. The seaming is architectural and elongates the body, while a sharp and tight color palette of white, grey and black, with jolts of blues and reds tie each piece into a unified collection. Digital camouflage and engineered ombre prints, along with linear embossing gives the line a bold yet urbane aesthetic that projects strength. The days of wearing worn-out clothing to the gym are over; ID Ideology has the pieces to make men look and perform like the athletes they are.

“It’s not only professional athletes who inhabit fields, courses and tracks,” said Nancy Slavin, senior vice president of Macy’s Private Brands Marketing. “People who work in offices, coffee shops, hospitals, schools, and everywhere in between are committing to their health and wellness, and are working out to reach their goals—that makes them athletes. With ID Ideology, we are getting them out of their old t-shirts and shorts, and into performance gear that will help take them to the next level.”

ID Ideology extends the already existing Ideology line of popular women’s, plus-size,and girls’ affordable activewear. Product from the ID Ideology collection is priced from $25 to $70, and available at 250 Macy’s stores and on macys.com.