FABLETICS MEN BY KEVIN HART
“The activewear space wants to intimidate. To get you to spend way too much cash on complicated tech you don’t need. On overpriced labels. On streetwear that tries too hard to be cool.
But at Fabletics Men? We’re going to give you exactly what you want at a price that won’t scare the hell out of you.”
— KEVIN HART
Innovative activewear brand Fabletics has just added an entire new category these past couple of weeks, Fabletics Men. To spearhead the foundation of this department is no other than actor, comedian and businessman Kevin Hart. Using his knowledge of health and fitness overall in addition to his challenging finds within the mens activewear sector, Hart has been appointed a brand partner and to be the voice in order to shift the way men look and shop for active gear.
For Fabletics Men, arriving as a newcomer in the men’s activewear space demanded a groundbreaking, problem-solving approach. That meant performing exhaustive research across a wide range of prospective members to identify a list of true pain points within the category. TechStyle Co-CEO and Co-Founder Don Ressler “looked to Kevin to provide a true guiding vision and voice for Fabletics Men. He’s the DNA for the entire brand. Kevin called out the problem: a lot of older performance labels pressure you to be something you’re not. Fabletics Men works 24-7 to provide gear that works for the wearer – not the other way around.”
Co-CEO and Co-Founder Adam Goldenberg emphasizes that TechStyle’s “flexible membership-based business model mandates a truly connective relationship with our customers. We do a lot of listening. Because we can’t think of our members as one-time customers. Our brands are active communities. TechStyle’s brands succeed because we strive to innovate based on direct asks from our members.”
By “obsessively focusing” on 4 bed-rock areas: fit, function, feel and style, the team has come up with a curated line of foundational layers, high-performance activewear tops and bottoms, pre and post workout pants, joggers, hoodies, and crewneck sweatshirts. All while providing a high-level aesthetic cohesion that styles you throughout your day. To give its members gear that can stand alone and stand out, while existing within a broader design framework.
And as millions adjust to life during the COVID-19 pandemic, Fabletics Men is moving to deliver aid to those in need. Through the end of May, 20% of Fabletics Men’s net proceeds will go to Heart to Heart International, pledging at least $50,000 to help distribute urgently needed equipment and medication to partners in the U.S. and around the world.
