Somewhat like Zara, starting in May, H&M will open sport departments ranging from 50 to 300 square meters in most Swedish stores. Claes Forsberg, former chief executive of Svenskt Sportforum, is responsible for this launch. At first the focus will be on athletic shoes and running clothes. A former athlete, Ludmila Engquist, has been consulted by the design department to ensure top functionality and fit, and a dress designer, Lars Wallin, has been hired as design consultant. All sports clothes will have H&M's own brand but in the footwear section, brands such as Nike, Converse, Vans, Li-Ning, Leijon and Birkenstock will be available. This fall, a ski collection designed by the J. Lindeberg team is to join the range. Cycling and other sports are planned for later on.

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