Fitness brand SoulCycle is working with performance wear line Ultracor to give customers the opportunity to personalize their own pair of leggings in minutes.
A continuation of the duo’s collaboration in the summer of 2017, the partnership sees new Ultracor kiosks set up in select SoulCycle studios that allow indoor cycling guests, or “riders” as they’re known, to design and personalize their individual styles.
The kiosks are launching with five different legging designs; each one using next generation digital printing, patented built-in shapewear and breathable fabric.
The result means riders are able to customize their leggings in a number of ways to make them a perfect fit. By including height in the design process, the Ultracor kiosk is able to ensure that the knee break and waistband heights of the leggings are in a comfortable position for the wearer.
Customers can also select the exact shades they’d like to use for parts of their pants from a full color scale, rather than a few options. The designs can then be further personalized with the addition of up to 10 characters of text that are added to the back right side.
Each design is priced at circa $200 and new styles will be added to the kiosks every couple of weeks. The leggings are delivered to the customer within three business days.
The initiative is an interesting example of SoulCycle thinking beyond the idea of being a fitness studio and instead considering its role as a lifestyle brand; thinking about the retail side of things to drive consumer engagement and new revenue streams.
Brand collaboration has been long been a feature of SoulCycle’s strategy. It recently partnered with luxury fragrance company Le Labo to update its locker room amenities, for instance.
It has also partnered with a number of fashion brands to create capsule collections, and in a surprising twist, New York bakery Milk Bar, to create a protein post-workout cookie.
At SXSW this year, the company’s CEO Melanie Whelan joined Milk Bar’s Christina Tossi in a panel to discuss the importance of collaboration as part of a cult brand’s DNA. “Introducing new moments to surprise and delight consumers is key,” Whelan said.