Jane Fonda and JaQuel Knight challenge the whole world to move with the new sports brand H&M MOVE!

^{photo: courtesy of H&M}

Making sportswear accessible and motivating the population around the world to move is a great and commendable commitment of H&M. This sports vision consists in perceiving sport as movement, and thus every person on the planet is already a “Mover” who moves in some way. H&M MOVE will offer stylish and functional clothing that will enable comfortable and confident movement for everyone.

“H&M MOVE is synonymous with movement. We are here to celebrate every physical activity and challenge the world to move. Breaking down barriers in sport is very much at the heart of our purpose. We offer a wide range of clothing that is not only stylish and functional, but also delivers giving people a sense of freedom and self-confidence, even if you’re not a professional athlete. It’s mainly about the enthusiasm and joy of movement, no matter what it is. A big inspiration for the creation of individual pieces was fitness icon Jane Fonda and renowned choreographer JaQuel Knight, with whom we are launching a global movement campaign,” he said Simon Brown, CEO of the H&M MOVE brand.

^{photo: courtesy of H&M}

As part of the inaugural campaign, Oscar-winning actress, activist and fitness icon Jane Fonda is trying to get people moving more than 40 years after releasing her first workout video. Once again, she takes on the role of exercise instructor and challenges the world to move. JaQuel will join her to lead this cross-generational exercise celebrating all forms of movement and all Movers.

“I’ve spent a large part of my life encouraging people to move, and naturally I was drawn to H&M MOVE’s mission to move the world, I also really liked their philosophy of ‘movewear’ instead of ‘sportswear’. For me, it’s not about sports or it’s about being an elite athlete. It’s about giving your body whatever movement it needs to stay healthy and take care of you.” describes a new concept Jane Fonda.

Jane is also joined by Mover JaQuel Knight, a renowned choreographer who has created not only some of the most famous dance choreography of our time, but also several Superbowl shows.

Product photo collection H&M MOVE have a look in our gallery.

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“Collaborating with H&M MOVE felt like a great opportunity to support my personal mission to break down barriers to movement and get the world moving and dancing. Together, we’re setting a new precedent when it comes to sports and showing that you don’t need a gym membership to get moving ” explains Jaquel Knight.

H&M MOVE markets a wide range of sportswear for both women and men. The first collection includes the MOVE Essentials line, where you can find functional tops, light jackets and a wide selection of leggings and bras. Of course, there are pieces specially designed for training and running. Another range that will be available from launch is the MOVE Monogram, which brings a line of tracksuits with logo and reflective detailing. Pieces from this line are worn by Jane Fonda and JaQuel Knight in the campaign video.

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H&M MOVE will present four exclusive functional materials that were created by combining innovative designs and innovative technologies. Customers only need to glance at the name of each material to understand what it does and how it helps them move. DryMove™ it helps wick all moisture away from the skin and keeps you pleasantly dry while moving. ShapeMove™ it provides you with sufficient support and is also equipped with the advantage that it maintains its shape when lifting or stretching. SoftMove™ is an extremely soft material that is very comfortable and at the same time provides additional support when moving. StormMove™ in turn, it protects against wind and rain and is breathable regardless of the weather.

^{photo: courtesy of H&M}

^{photo: courtesy of H&M}