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H&M debuts new sports clothing line starring Caitlyn Jenner

June 20, 2016

H&M is stepping away from its original roots as a fast-fashion retailer and expanding into the realm of sports, according to a Marketing Daily report, and hiring on a very famous athlete as the face of its campaign.

The marketing effort, "For Every Victory," boasts Caitlyn Jenner, formerly known as Olympic athlete Bruce Jenner. The sports push is the result of a partnership with Sweden’s Olympic team to create a fashion-forward fitness clothing line. Swedish Olympic and Paralympic teams will be competing in H&M attire, at the Rio games.

Previously competing with companies such as Forever21 and Topshop, H&M is now targeting competitors such as Nike and Under Armour. The athlete-tested performance gear is designed to be breathable, and made with completely recycled polyesters.

Along with Jenner, Chelsea Werner, a gymnast with Down syndrome, and surfer Mike Coots, a shark attack survivor, are among those starring in the campaign.