Nov 7, 2017
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Amazon launches 3 activewear brands

Nov 7, 2017

Amazon is launching a direct attack on active brands Nike, Lululemon, Under Armour and Champion with the introduction of its three private label active brands: Goodsport, Rebel Canyon and Peak Velocity.

Peak Velocity full zip fleece hoody - Amazon

Recently Amazon made news when it was revealed that the retailer had forged its own relationships with factories specializing in performance fabrics that are also used by Lululemon, Gap and Under Armour. Now Amazon has officially rolled out its three private label brands that are positioned to directly compete in the activewear market.

Goodsport offers men's and women's low cost activewear in an assortment similar to Champion. Amazon already has a private label named Goodthreads, so this is presumably the active counterpart to that established brand.

Rebel Canyon is an athleisure brand for men and women that offers a lower priced alternative to Nike and Lululemon sportswear looks, while Peak Velocity is a premium active line that appears to be targeting the same consumer as Nike and Under Armour. It currently only offers men's active, but according to trademark filings it will likely expand into bags and accessories.

The introduction of Amazon's private label athletic brands will likely hurt Under Armour the most out of the active brands. Currently, Under Armour accounts for 25% of all of Amazon's men's active best sellers, Adidas accounts for 22%, while Nike only owns 10% of Amazon's best active sellers for men. The women's market is much more heterogenous, with other brands accounting for 89% of all active best sellers.

Amazon rolled out the brands in its holiday gift guide this week. So far, Goodsport appears to be poised for the most success based on price point and target consumer. It will likely pull the men's Champion consumer and the women's legging consumer who are generally more price point driven.

Rebel Canyon and Peak Velocity appear to have their work cut out for them competing for consumers who are loyal to core athletic brands. Those lines have introduced fewer SKUs and will have to win consumers over to get them to switch from Nike or Lululemon to an Amazon private brand that is charging best level prices.

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