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Macy’s Aims to Dominate Athletic Apparel

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In an effort to attract the Millenial customer, Macy’s will expand its assortment of athletic apparel to include Nike, The North Face, Under Armour, Calvin Klein Performance and Ideology in more stores this fall and add Helly Hansen in select locations.

Macy’s will be rolling out the new products for men, women and kids and on macys.com this month.

“Our customer insights show that our Millennial customers have significant crossover in shopping active where we have the assortment, so we believe that satisfying his and her total lifestyle must involve more fashion and function in our active offerings,” Jeff Gennette, Macy’s chief merchandising officer said in a press release.

This roll out will establish Macy’s as the go-to for active apparel shopping, the company noted.

Nike will be available in the highest number of stores–nearly 650 for men’s, boy’s and girl’s apparel and 240 stores for women and infants–and will appeal to the “true hardcore athlete as well as the street active consumer,” the company stated.

The North Face activewear, fleece, rainwear, down and tri-climate jackets will be available at Macy’s retail priced from $45 to $470.

Under Armour products for athletes of all levels will sell for $23 to $75.

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