Ted Baker preps for November launch of performance sport line

Ted Baker may not be a name immediately associated with sport but owner Authentic Brands Group is hoping it will be from next month when the new Ted Baker Sport line debuts.

And no, it’s not simply sporty pieces that are more about the ‘leisure’ element of the word ‘athleisure’ than the ‘ath’ bit. This is a full-on performance selection mixed in with a strong dose of trend and a very Ted Baker look (the use of archive Ted Baker prints helps here).

Launching on 13 November across the UK and Western Europe, the company’s offering men’s and women’s “performance apparel with British style”.

It added that the collection “redefines sportswear by blending innovative design, functional performance, and the brand’s signature British DNA”. 

What we’re talking about here are pieces designed for the gym, for running, for the yoga mat, for the tennis court and more. And of course, as is the case with any modern active collection, the pieces can also work for any everyday activity the wearer chooses.

“Ted Baker has always been synonymous with quality, detail, and personality. With Ted Baker Sport, we’re bringing those values into a new space, where movement and performance meet effortless style,” said Henry Stupp, Authentic’s president, EMEAI.

Women’s highlights include supportive yoga bras and sculpt leggings with Vapour Dry and Aeroflow technology. There are layering pieces such as studio sweatshirts and wrap cardigans, and performance-driven tennis dresses and skorts in seasonal colours and prints. 

For men, the range features Aeroflow performance tees, woven shorts with hidden storage, lightweight hybrid jackets, and warm-up track separates designed to “balance comfort with functionality”.

Fashion elements include peekaboo cuts on sweaters or scalloped trims on bras and leggings, reflective details and those aforementioned print accents. And an on-trend wine tone is a key colour. 

As also mentioned, this is a performance collection so it uses fabrics like nylon-elastane blends, scuba knits, and lightweight wovens with technical benefits like stretch, shape retention, moisture management, and thermal comfort. 

Its premium positioning sees pricing that starts at £35 for essentials and rises to £250 for layering pieces and outerwear.

Authentic acquired the once-high-flying brand back in 2022 and has been reviving it with new license agreements globally. And this latest move is clearly a big deal for the label.

It will be supported by PR and plenty of online activity plus influencer links (with an influencer event planned for next month, we’re told).

It said “this launch cements Ted Baker’s evolution into lifestyle performance, ensuring every detail echoes Ted Baker’s legacy while meeting the needs of the modern, active consumer”.