Tracksmith, the Massachusetts-based purveyor of pricey, high-end running apparel and accessories, announced it’s launching a line of “fun, affordable” merchandise aimed at runners on a budget.
The NeonZ™ collection comprises thick cotton tees starting at $12, baggy polyester shorts from $18, and nylon drawstring bags for $10. Shoppers who spend at least $30 will get a free NeonZ™ beer koozie.
“NeonZ™ is for runners who covet Tracksmith’s cachet but can’t afford to spend $78 on a shirt or $228 on a tote bag,” said Track Smith, the company’s founder and namesake. “We are very excited to make our brand more accessible to more runners.”
As its name suggests, NeonZ™ gear is a departure in another big way—in contrast to Tracksmith’s traditional gear, subdued in color and conservative in design, the NeonZ™ collection will use eye-catching colors and bold graphics.
The line will also have its own mascot, the company said: A bow-tied, sunglasses-wearing cartoon rabbit named Traxter will feature prominently not just in marketing materials, but on NeonZ™ gear itself.
Tracksmith’s original mascot, a hare named Eliot, was hand drawn by a British illustrator; Traxter, true to the nature of the NeonZ™ brand, is from a stock photo website.
“Traxter is like Eliot’s chill cousin,” said Smith. “He works hard and plays hard, and definitely has a healthy dose of attitude.”
“Plus he knows a good deal when he sees it.”
Tracksmith’s NeonZ™ goes on sale next week.