Vuori announces the launch of its Breathe Collection, a new performance-driven collection designed specifically for high-intensity gym training. Built to support athletes in their most demanding moments, the collection introduces a technical approach to breathability, comfort, and movement—anchored by the brand’s signature softness and elevated design.
Developed in direct response to customer feedback, the collection reflects a growing demand for product that can better perform in high-heat, high-output training environments—without sacrificing the comfort and versatility Vuori is known for.
At the center of the campaign is rising football talent Colston Loveland, whose training, discipline, and grounded lifestyle embody the spirit of Breathe. Shot against a rugged, ranch landscape, the campaign captures Loveland moving through heat, effort, and recovery, bringing to life the idea of “Breathe Through It.”
The Breathe Collection was developed to address a clear gap in performance apparel: the need for a lightweight, breathable product that can withstand high-output training without sacrificing comfort or feel.
● Engineered perforation for maximum airflow
● Lightweight, moisture-wicking fabrics designed for high-sweat conditions
● Reduced cling and enhanced movement during repeated, high-intensity workouts
● Soft handfeel with technical performance
Designed specifically for strength and functional training, the collection brings a gym-first mindset to Vuori’s Kore collection — most notably evolving the Kore Short into a more performance-driven expression. The Kore Breathe Short builds on the versatility of the original Kore, while sitting alongside the HardKore Short as part of a more defined performance spectrum. Offering a lighter, more breathable option built specifically for high-heat, high-intensity training. Complementing the short is the Strato Tee, reimagined for training with the same ultra-soft handfeel, now enhanced with breathable, sweat-ready performance to support movement through every rep.
“Breathe is a natural evolution of how we think about performance,” said Joe Kudla, Founder and CEO of Vuori. “We saw an opportunity to create a product that can handle intensity and heat, while still delivering the comfort and versatility our customers expect. It’s about designing for how people actually train today.”
The campaign reflects the reality of training. Not just the highlight moments, but the work behind them. Set within the natural environment that shaped him, the story highlights Loveland’s rural roots, work ethic, and grounded approach to success.“Training for me has always been about putting in the work—no matter the conditions,” said Colston Loveland. “Growing up on a ranch in Gooding, Idaho, taught me that. This collection feels built for that. It’s lightweight, it breathes, and it keeps up with how I train, especially in the heat. It just lets me focus on what matters.”
As Vuori continues to evolve its performance category, Breathe signals a deeper commitment to delivering product that meets athletes where they are — through intensity, repetition, and everyday effort.
Featured Products: SS Strato Breathe Tee – Isle Blue, Kore Short X4 Unlined 7”- Isle Blue/Black, Wordmark Hat – Breeze, SS Strato Breathe Tee – Black, Kore Breathe Short Lined 7” – Black, Vintage Jean Classic 32” – Light Wash Denim, Waffle Crew – Marshmallow, S/S Vuori Heavyweight Tee Relaxed – White, Sleeveless Strato Breathe Tank – Breeze, Kore Breathe Short Lined 5” – Breeze, Kore Fitness Jacket in Breeze Bondi
About Vuori
Born in the beachside town of Encinitas, California, Vuori draws inspiration from its vibrant community, active lifestyle, and the natural playground that surrounds it. The brand creates premium performance apparel and elevated everyday styles – each crafted with intention, quality, and a fabric-first approach – to strike the perfect balance between functionality and simplicity.
Vuori was founded in 2015 by Joe Kudla in a humble garage office just two blocks from the ocean. What started in a small “garoffice” quickly grew into a powerful vision: to build a values-driven brand rooted in connection, balance, and the pursuit of an extraordinary life. Today, Vuori is available in more than 18 countries worldwide, found in Vuori stores, on vuoriclothing.com, and through a network of national and regional retail partners.
About Colson Loveland
Colston Loveland is a professional football player for the Chicago Bears and one of the league’s most promising young talents. Known for his athleticism, versatility, and playmaking ability, he first rose to prominence at the University of Michigan, where he helped lead the Wolverines to a National Championship and established himself as one of the top tight ends in college football. Now bringing his talents to the NFL, Loveland’s combination of dedication, confidence, and competitive drive has made him a rising star both on and off the field, embodying the next generation of athletes redefining performance and modern sports culture.
