Another step beyond athleisure: Vuori's Breathe collection

Vuori has launched its Breathe Collection, a performance line designed for the gym and high intensity training, fronted by Colston Loveland, the Chicago Bears tight end who helped Michigan win a national championship before turning pro. It follows Vuori’s spring 2026 golf campaign featuring Tom Holland. Together, the campaigns show how Vuori is using athlete partnerships to push into performance categories beyond its traditional lifestyle positioning.

Breathe Through It: what the collection is built to solve is in the name

Breathe was developed, the brand said, in response to customer demand for product that performs in high heat, high output training without sacrificing the softness Vuori is known for. The line emphasizes ventilation, sweat management, and less fabric cling during repeated, high intensity movement, applied across a redesigned Kore Short alongside an updated Strato Tee, tank tops, a fitness jacket, and supporting accessories.

The campaign was shot on a ranch setting built around the tagline “Breathe Through It,” and anchored in Loveland’s account of training through Idaho winters. Growing up on a ranch, Loveland said, taught him to work “no matter the conditions.”

Beyond the product launch: the competitive landscape across categories

The more useful frame may not be Vuori’s strategy in isolation, but the broader dynamic it reflects: the walls between apparel categories are falling, and the lines between lifestyle, performance, and sport specific product are blurring across the industry.

Vuori has grown into a genuine lifestyle brand with a footprint in more than 18 countries. By pairing a technical launch with an NFL athlete, the brand is signaling its category extension ambitions, as it did with Tom Holland in golf.