Myer has announced the launch of a new digital destination, The Movement at Myer, focused on giving customers comprehensive information and product selections in the sporting category.
The Movement at Myer concept will cover all aspects of sport for men, women and kid’s lifestyle, fashion and footwear needs.
The platform will also feature gym equipment and sports technology such as headphones, recovery tools and fitness trackers.
As part of the launch, Myer will add more than 25 news brands to its portfolio including Raging Bull Sport, X+Y Active, Rockwear, DK Active, Gaiam, Mitchell & Ness, Majestic Athletic, Chloe and Lola Active, NCAA, SPT Football, Saucony, and Skechers.
Myer group merchandise manager Dean Austin said the new hub sets the business apart.
"With an unparalleled range of sporting, lifestyle fashion, tech and equipment, The Movement at Myer launch is a department store first and truly sets us apart from the competitive sporting and activewear landscape.
"We are excited to launch more than 25 new brands and ranges including Tommy Sport, Superdry Sport, Asics, Brooks, Converse apparel and Lacoste Sport alongside our stable of powerhouse brands such as; Adidas, Puma, Champion and Reebok," he said.
Additionally, the department store will welcome official AFL apparel and NBA apparel to The Movement at Myer brand portfolio exclusively in November.
Once restrictions lift in Victoria, Myer will also replicate the online destination in its Melbourne CBD store, with the whole basement floor set to be dedicated to fitness merchandise and interactive activations such as a football pitch and basketball court.
"In November, we will launch The Fanzone – a sports fan’s paradise with dedicated apparel from AFL, American Sports and soccer," Austin explained.
"This concept will include the first official AFL store in the Melbourne CBD, American sports fan apparel across NBA, NCAA, MLB and MFL plus SPT football that will cover football leagues across the globe.
"There will be personalisation stations for customers to get their name or favourite player on their jersey plus a football boot try on area.
"Backing this initiative is an enhanced online platform offering better customer experience and easier navigation.
"We look forward to launching The Movement at Myer Melbourne as soon as retail restrictions lift," Austin said.
In the meantime, the online destination will offer customers exclusive content pieces around fitness and lifestyle tips to showcase useability between the product and customer.
The improved experience is set to offer easier navigation, broader visibility and greater choice.
The Movement at Myer is live online now.