Tagline
Active, in my own way.
HeM sports is a Japanese women’s sportswear line launched in spring 2018, derived from HeM, a bag brand available in Japan since 1999. Megasports Co., Ltd. offered it exclusively through Sports Authority, with apparel and bags for a range of sports activities, including yoga, training, and running. Its tagline, “Active, in my own way,” expressed an approach to an active, healthy, beautiful way of life as an extension of everyday life. Collections have been confirmed through the 2020 autumn/winter season, and its official Instagram account is closed.
Concept
An active, healthy, beautiful way of life is not a distant ideal, but something just beyond everyday life. The shift to an active life is made into a more accessible, more natural occurrence.