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Freeletics, the company behind the global digital fitness craze, has surprised its followers with the launch of its own athleisure label, Freeletics Wear. The first collection, “Urban Grounds,” focuses on lifestyle, while a second, performance-focussed sportswear line will launch next year.

“Urban Grounds” attempts to capture the sense of an active metropolitan generation with a look composed of hoodies, sweats, athletically cut tees and shirts, shorts, and snapbacks. Whereas Freeletics’ next collection will focus solely on performance-enhancing wear, the lifestyle approach of “Urban Grounds” means it’s both highly wearable and yet still able to support an active lifestyle through technical fabrics and elements like lightweight cotton, Drytex and AerFlow.

Freeletics was launched in 2012 and created a global buzz with its digital fitness and training program almost immediately. Thanks to this, the label quickly developed a strong, global community which today numbers seven million.

The label believes its success comes thanks to an ethos focussing on strength and determination through discipline and hard training, its inspirational and motivational content, as well as the strong ties among its users. The collection therefore feels like a natural progression for the brand, with the Freeletics lifestyle now able to boast a physical presence.

Freeletics Wear’s “Urban Grounds” collection drops December 10. Preview their gorgeous lookbook shots above, before snapping the collection exclusively from their new online store.

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