Fonda’s new fitness line targets the over-50 set
Actress to release nutrition products along with her first activewear collection
Former fitness guru Jane Fonda is launching a lifestyle brand that will include her first activewear line.
The 80-year-old Hollywood star, who was famous for her at-home workout videos in the 1980s, has partnered with multi-platform and video commerce retailer Evine to launch a lifestyle brand aimed at the over 50s market.
As part of the partnership, the star will debut her first apparel line, and Fonda will be hands on when it comes to design, fabric selection and factories.
“I have a lifelong passion for fitness and health not just because I look better when I take care of myself, but because it makes me feel better and think better,” Fonda said in a statement. “I am excited about partnering with Evine because their strong marketing platform will allow me to bring my fitness knowledge and creative ideas to a market that is lacking strong offerings for women over 50.
“We are, after all, the fastest growing demographic in the world.”
As well as activewear, there will be athleisure, health and nutrition products, and fitness equipment available to buy, and the Oscar-winning actress will also be making appearances on the network.
“Jane Fonda has a lifetime of experience in the health and fitness industry,” said Evine’s Nicole Ostoya. “She holds the unique ability to relate to women of all ages and backgrounds. We love what she stands for as an artist, expert and activist.”
The brand is slated for a spring 2019 launch.