Dim to launch sportswear range in January
France's passion for sports has not gone unnoticed at Dim. The French underwear and hosiery specialist will in fact explore the sportswear segment by introducing a mixed line, whose launch is planned for next January, supported by online advertising and with two brand ambassadors: French siblings and Olympic gold-medallist swimmers Laure and Florent Manaudou.
The first Dim Sport collection will feature a small range of men's and women's leggings, t-shirts, sport bras and assorted socks, all of them at deliberately accessible prices, about fifty euro for a top and tights combination.
"Many brands are riding the sportswear phenomenon, but they often go for high-tech items, whose style and prices are off the scale. We have a strong suit to play, thanks to our democratic brand positioning," said Fabienne Mallat, Marketing and Communication Director at Dim.
As for Laure and Florent Manaudou, the former French Olympians will play the role of 'sport coaches', advising Dim customers in a special advertising campaign.
The Dim Sport line will be launched in January and will be available at the brand's e-store and physical stores, as well as at specialised sport retailers. The line is a new growth opportunity for Dim, a brand owned since 2014 by US group HanesBrands, a familiar name in sportswear through another of its labels, Champion. For its 60th anniversary in 2018, Dim intends to make a strong statement about its values, among them innovation, something it is keen to highlight through the new sport line.
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