Keep KeepUp, a brand new sportswear brand that fits young consumers

On March 5th, Sports Technology Company Keep officially launched KeepUp Sportswear brand.

Open the Keep App interface and you will find that the mall interface is very different - the original sportswear branded with Keep is upgraded to the KeepUp brand.

The brand new KeepUp brand has three product lines: light sports, running training and sports fashion. Among them, the light sports series is designed for women users, creating comfortable feelings for yoga, stretching and other sports, and hopes that users can wear soft and sporty winds in daily life; running training is the main series of KeepUp and is a consistent fashion design for Keep. The continuation of the style can cope with most sports such as running, HIIT, and pulling iron. Sports fashion is based on the trend of the current Athlesure as a design concept, incorporating cool sports elements into fashionable casual wear, and adapting to skateboarding, hip-hop and more. Cool and younger sports life state.

Compared with the past, KeepUp's style design and color matching, on the basis of the continuation, made a breakthrough. It is understood that in 2018, KeepUp's clothing designs for the first quarter have exceeded the total for the previous year. But for the highly acclaimed T-shirts, Bra, Leggings and other basic star items, KeepUp has also continued. In terms of color matching, in addition to keeping the classic color of Keep, the KeepUp has added Blooming Dahlia and other Pantone 2018 spring and summer fashion trend colors, which more caters to the aesthetic of young consumers.

It can be seen that KeepUp does embody Keep's mind in sportswear. Behind this is the willingness of KeepUp to become more accustomed to younger users and better understand sports fashion trends.

As we all know, Keep is no longer a simple exercise fitness app. It is a platform for providing one-stop sports solutions such as fitness teaching, running, cycling, dating, fitness, food guidance, and equipment purchase. Buying sportswear is part of this entire solution. Why then does Keep keep its own brand of KeepUp?

According to the head of the Keep Mall, this is to meet the needs of young users for "a young sportswear brand." “On the line for three years, Keep has grown into the most popular sports technology brand for young users. As a part of the sport, users actually need a young sportswear brand. KeepUp wants to be such a role."

"The young sportswear brand" can be seen from the KeepUp name and brand logo. Up means positive and upward, and the KeepUp brand Logo is also a variant of Up, and even its brand slogan “Rhythm by Me” is a good expression for young users.

Perhaps, besides young people, there is another reason for the birth of KeepUp: Keeping just three years old, Keep is already China's largest sports technology brand. It is a suitable time to start exploring brand fission. The succession of Keepland and KeepUp may be able to look sideways at the concept of future sports field.