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Amazon Push Into Private-Label Sportswear Makes Quiet Debut

  • Two new brands identified: Rebel Canyon and Peak Velocity
  • Move to sell activewear is seen as a threat to Nike, Lululemon
Bloomberg business news
How Jeff Bezos Became the King of E-Commerce
Updated on Inc.’s expansion into private-label activewear is beginning to show up on its website, a move that will generate fresh competition for Nike Inc. and Lululemon Athletica Inc.

Amazon is now selling at least two new product lines -- Rebel Canyon and Peak Velocity -- that appear to be internal brands, according to analysis by business-intelligence firm L2 Inc.