What is the name of H&M's activewear brand launched in 2022?

H&M’s activewear brand launched in 2022 is H&M Move.

H&M Move was introduced worldwide in August 2022 as a sportswear concept built around the broader idea of “movement.” Rather than focusing only on traditional competitive sports, the brand presents clothing for activities such as walking, running, stretching, cycling and everyday exercise.

Its collections include women’s, men’s and children’s apparel, with an emphasis on functional “movewear.” H&M described the brand as an effort to make sportswear more accessible and encourage people of different abilities and skill levels to move comfortably and confidently.

Several names can sound plausible because H&M has used sports-related product labels and campaigns before, but H&M Move is the official brand name. Its launch campaign featured Jane Fonda, footballer Zlatan Ibrahimović and choreographer JaQuel Knight, helping frame movement as something broader than formal gym training.