Amazon is jumping on the Athleisure Trend

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The e-commerce giant is beefing up its in-house clothing line with the plans of launching its very own activewear brand.

Last Wednesday, Recode spotted a job listing published by Amazon that states:

The Amazon Fashion Private Label Team is looking for a passionate merchant/product creator, with a proven ability in building and driving dynamic apparel businesses across complex internal and external environments. The candidate will collaborate with leadership to build authentic activewear private label brands that have compelling and unique DNA and deliver amazing consumer valued innovation.

One of the primary responsibilities includes:

Creating authentic activewear assortments across factory direct and/or outsourced product development business models considering price, quality, aesthetic, lifestyle and other factors.

Other qualifications:

Ability to study (athletic) trends, customer behavior and shopping patterns and convert them into product and program initiatives
Established relationships in fashion and/or athletic apparel, supply chain or vendor community
Passion for sport, athletes and those living an active lifestyle

There’s no word from Amazon yet but a person with knowledge of the company’s apparel plans tells Business Insider of its plans to expand its in-house clothing brands.

By the looks of it, Amazon is really serious about its plans to compete with the likes of Nike, Under Armour, Adidas and Lululemon.  Well, I’m not surprised.  Amazon knows how wearing workout clothes outside the gym became a big trend last year… so big that the term “athleisure” was included in the Merriam-Webster dictionary 2016 edition.

“Athleisure: a casual clothing — like yoga pants, sweat pants, and hoodies — that are designed to be worn both for exercising and for doing (almost) everything else.”

Of course, Jeff Bezos and the team will never let this big opportunity pass… it’s another step closer to their goal to take over the world.