NEW YORK — Reebok is moving into swimwear with a performance collection set to launch at stores in April.
Reebok, now a division of Adidas Group, has had swimwear from time to time in Europe, but this is the first time it has sold the category in the U.S. The line is being produced under license by Backflips, a Stocktertown, Pa., swim manufacturer that makes JLo, Dippers, Miraclesuit and other brands.
“We want to focus on providing competitive athletes with high-performance products,” John Frascotti, senior vice president of Reebok’s performance division, said Thursday. Reebok’s expansion into swim was unrelated to the company’s recent takeover by Adidas, he said.
“We have looked at this category for a long time, and we have talked to many companies to find the right partner,” he noted. “We think we can be a significant player in this business.”
The U.S. performance swim sector is dominated by Speedo, which has about 50 percent market share; Nike is the second-largest brand. Frascotti said Reebok is looking to have some of its brands worn by swimmers competing at the Summer Games in Beijing in 2008.
Reebok last year had sales of $3.8 billion, and also has licenses for other categories, including eyewear, hosiery and fitness equipment.
The suits are made of a four-way stretch material and have flatlock stitches to reduce drag. In addition to performance suits, the initial products include a selection of goggles and swim caps, as well as some fashion items for men. The collection will be available at swim stores and sporting goods chains. It will retail from about $30 to $80, Frascotti said.