Khongboon is elevating consumers’ workouts with its new fashion-meets-tech line.
The luxury swim retailer, in partnership with RFID solutions provider Smartrac and digital experience engine Blue Bite, launched a smart activewear line called Khongboon Activewear, or KBA. Unlike traditional activewear, garments in the activewear collection contain a microchip that syncs up with consumers’ smartphones. The technology enables the brand to directly connect with consumers and provide them with digitally-curated experiences.
“The launch of the new KBA brand comes at a time when fitness is an increasing priority for many individuals,” Blue Bite CEO Mikhail Damiani said. “The integration of Blue Bite technology into apparel provides health-conscious consumers added benefits that are currently unavailable in other activewear lines.”
Each of the collection’s pieces—including bras, crop tops and leggings—are equipped with Smartrac’s Circus Dura NFC Tag under the KBA logo. When donning Khongboon’s line, wearers can simply tap the logo with any NFC-enabled device, like smartphones, to engage with the brand. Once this interaction occurs, Blue Bite digitally provides consumers with product information, a collection look book, real-time social media feeds and updates on future content. For even more personalized journeys, Khongboon plans to also use the technology to deliver exclusive promotions and contextually-aware components, including fitness tracking and nearby gym locations.
The KBA line is available to purchase online at Khongboon’s activewear website and the collection is set to debut at global retailers this year.