Nordstrom is introducing new labels and products across athleisure, performance wear and fitness gear categories, such as Eleven by Venus Williams, Bad Birdie, and Gramicci in March. In the last three months, Nordstrom added new brands such as IVL, Outdoor Voices, Brooks Running, On Running, Malbon Golf, and Parks Project. For fitness and training, Nordstrom recently began selling items like Bala weighted bangles, Sweaty Betty running gloves, Topo Designs hiking backpacks, Smith snow helmets and ski goggles, and Yoga Design Lab yoga mats. Also new to the mix: Hyperice and Theragun massage devices, and digital fitness equipment such as the smart Tangram Jump Rope, which syncs to one’s phone to track jump counts, and Tonal, a high-tech, at-home digital weight and personalized coaching system.

In December, Nordstrom launched an active microsite, enabling customers to search for active brands by activity or category for the whole family. On the microsite, shoppers can also find fitness and wellness advice, expert tips, and product and performance guides to support fitness and wellness goals. The company plans to introduce 75 labels in active, including athleisure and performance apparel brands and footwear, to Nordstrom and Nordstrom Rack stores and websites. Currently, Nordstrom has more than 200 brands in its active portfolio including men’s, women’s, kid’s, shoes and athletic gear divisions. Nordstrom’s in-house Zella private brand, Nike, Adidas, The North Face, Canada Goose, Sweaty Betty, Ivy Park, Beyond Yoga, Alo, Vuori and Rhone are among the retailer’s important active collections. In athletic shoes and sneakers, key brands have been Hoka, Brooks, On Running, Asics and Teva, to name a few. Tonal’s high-tech exercise system is shown on Nordstrom’s active microsite to drive customers to Nordstrom stores. In the 40 Nordstrom stores where it’s being sold, the Tonal system, priced $2,995, will occupy 50ft² (40m²) of space in the active department and is being manned with a Tonal salesperson for demos.