Jordan Brand is entering the strength training equipment category with the launch of Jordan Strength, a line of home and facility gym gear that includes dumbbells, kettlebells, barbells, bumper plates, an adjustable bench, a half rack and a plyo box.
The brand unveiled the collection on Sept. 15 at a launch event at Athletic Gaines, the Beverly Hills training facility run by performance coach Travelle Gaines. The launch extends Jordan Brand beyond footwear and apparel into hardware, a category that several market research firms project will grow at an annual rate of between 40 and 50 percent over the next several years.
Jordan Strength is produced under license by Dimension 6 Fitness, a Portland, Oregon manufacturer that already makes strength gear for Nike, extending an existing production and licensing arrangement to a second brand under the same corporate umbrella rather than requiring new manufacturing capacity.
Design details tie the equipment to Jordan Brand’s visual identity. The dumbbells and kettlebells feature Elephant Print detailing with a Jumpman logo positioned on the face. The plyo box is shaped like a Jordan shoe box. The half rack includes built-in storage. Colorways run in cement, black and red. References to Michael Jordan’s six NBA championships appear throughout the line.
The collection will be sold through NikeStrength.com and at select Dick’s Sporting Goods locations starting Oct. 13.
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