why is a fitness equipment manufacturer branching out into clothing by creating its own range?The core activity of the Icon group is fitness equipment (treadmills, cardio-exercise machines, body-building, etc.) for professional and private use. Its range of brand products include Pro-form and Nordik Trak. In the United States, fitness is as much about fashion as about physical exercise, and the look is very important. Therefore, we have designed a complete range of clothing to go with our fitness equipment available from retailers to create a complete clothing range designed around fitness activities. This was the starting point for a project. A fitness clothing range was created for the American market, and is now being extended to Europe, with an entirely different brand.
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