Miércoles 13 de Diciembre 2017

Macy’s Expands Fitness Brand to Men With ID Ideology

Guía de Regalos

The affordable activewear line has been extended with a collection of
stylish performance gear for everyday athletes available exclusively at
Macy’s stores and on macys.com

NEW YORK–(BUSINESS WIRE)–Macy’s (NYSE:M) today 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. Obstacle course junkies, circuit
trainers, runners, cyclists, and even those guys just getting back on a
gym regimen, all have the dedication to be considered athletes in their
own right, and ID Ideology has everything they need to perform at their
best.


“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 is about action and motion, and the pieces in the collection
are designed to maximize performance under all conditions. 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.

ID Ideology encourages men to tap into their potential to accomplish the
seemingly impossible. The marketing campaign “Accepting All Athletes”
can be followed on social media and highlights people who have worked
hard to reach their goals. One inspiring individual featured in the ID
Ideology campaign is Redmond Ramos, a former Navy Corpsman combat medic
with the Marines who lost his left leg while serving in Afghanistan.
Undeterred by his injury, Ramos took the challenge and turned it into an
opportunity, pushing himself to medal at the Warrior Games an
astonishing 11 months after losing his leg. Ramos has also won medals at
the Invictus Games and Endeavor Games, and was the inaugural champion of
CBS Sports’ Triumph Games. Joe Moravsky, a 27-year-old meteorologist
from Sherman, CT, is a top athlete of NBC’s “American Ninja Warrior” and
Esquire Network’s “Team Ninja Warrior.” Moravsky’s determination,
strength and commitment are hallmarks of ID Ideology, and he represents
the everyday athlete in all of us. Working as a weatherman, Moravsky
also teaches gymnastics and parkour, all while balancing being a father
and husband. Isaiah Rivera is a 19-year-old student at the University of
Central Florida who doubles as a professional basketball dunker.
Rivera’s impressive and jaw-dropping dunks are the result of hours of
practice and conditioning to fine tune and perfect his skills. All three
men have unique backgrounds and are prime examples of ID Ideology’s core
belief that everyone has a titan within.

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.

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc., delivers fashion and
affordable luxury to customers at 734 locations in 45 states, the
District of Columbia, Puerto Rico and Guam, as well as to customers in
the U.S. and more than 100 international destinations through its
leading online store at macys.com. Via its stores, e-commerce site,
mobile and social platforms, Macy’s offers distinctive assortments
including the most desired family of exclusive and fashion brands for
him, her and home. Macy’s is known for such epic events as Macy’s 4th of
July Fireworks® and the Macy’s Thanksgiving Day Parade®,
as well as spectacular fashion shows, culinary events, flower shows and
celebrity appearances. Macy’s flagship stores — including Herald Square
in New York City, Union Square in San Francisco, State Street in
Chicago, and Dadeland in Miami and South Coast Plaza in southern
California — are known internationally and are leading destinations for
visitors. Building on a more than 150-year tradition, and with the
collective support of customers and employees, Macy’s helps strengthen
communities by supporting local and national charities giving more than
$69 million each year to help make a difference in the lives of our
customers.

For Macy’s media materials, including images and contacts, please visit
our online pressroom at macys.com/pressroom.

Contacts

Macy’s Media Relations
Julie Strider-Fukami, 646-429-5213
julie.striderfukami@macys.com
or
Billy
Dumé, 646-429-7449
billy.dume@macys.com