LVMH’s Dior Adds Technogym Collab to Fitness Lineup

Exercise equipment maker Technogym announced a deal with luxury designer Christian Dior in an effort to attract more high-end clients.

Starting in January, Technogym will sell co-branded treadmills, bench presses, and gym balls exclusively in Dior boutiques across the globe. The company has machines in around 80,000 fitness centers and 500,000 private homes worldwide.

Dior recently unveiled its 2022 spring-summer women’s collection, the Dior Vibe line, at its Cruise show in Athens. 

• The line includes athletic clothing items and a special Dior Vibe sneaker. 
• Designer Maria Grazia Chiuri said the company “understood the importance of sport during the pandemic.”

In July, painter Peter Doig extended his Dior collaboration with designer Kim Jones to create a capsule collection of ski wear, and in 2019, Dior partnered with Nike on a limited-edition sneaker — Dior has also collaborated with Nike on Air Jordan 1s. Earlier this month, Dior signed a two-year deal with soccer giant Paris Saint-Germain.

Dior recorded a 56% increase in year-over-year revenue for the first half of the year, with its parent company LVMH reaching $33.8 billion in revenue.

LVMH took control of Dior in $13.1 billion buyout in 2017.