J. Crew, the US retailer renowned for affordable American chic, has finally entered into the growing activewear market with a co-branded collection named "New Balance x J. Crew". Through this partnership with a sportswear brand that has a strong reputation for performance products, J. Crew hopes to make up for its delay compared to competitors such as Gap, which launched Gapfit in 2014.

The "New Balance x J. Crew" is currently available only for women and it plans to debut a men's line in the spring 2017. The new collection includes 25 styles, from shoes to headband, featuring bold colors and classic patterns, as Mickey Drexler, J. Crew CEO, said at the launch, the new athleisure line is “very J. Crew in spirit, very cohesive. It’s not about just a black pant or black top. It’s about color, stripes. We think it brings a new dimension to the business.”

New Balance x J. Crew activewear collection.
© J. Crew
New Balance x J. Crew activewear collection.

Presently, "New Balance x J. Crew" is on sale on the websites of both brands and at 35 J. Crew stores around the US, as well as at their London and Toronto location.