ICANIWILL returns to its roots – launches updated versions of bestsellers

The Swedish sportswear brand ICANIWILL (ICIW) is strengthening its focus on the core of the brand: gym training. In connection with the first collection launch of the year, the company is releasing updated versions of its best-selling collections for women and men. With this launch, the company reinforces its core training offering through refined fit and functionality, as well as a cleaner, more modern expression.

Over the past year, ICIW has expanded its product range beyond gym training and strengthened its presence in areas such as running and Pilates. Now, ICIW is returning to its gym-training roots and launching updated collections of its bestsellers Stride (men) and the Define Seamless Collection (women). The updated collections have been developed based on customer insights and extensive product testing. The result is improved fit and functionality, specifically tailored for the dedicated gym-goer, combined with a cleaner and more modern look.

– Stride and Define are two of our most important collections and a clear benchmark for what our customers expect from us. With this update, we strengthen the core of our offering and ensure that our bestsellers continue to deliver in terms of fit, function, and durability over time, says Anders Wallstedt, CEO of ICANIWILL. Saara Paananen, Head of Design and Production, adds:

– We have placed great emphasis on refining every detail and creating a fit that truly works for gym training. The garments are comfortable in all movements and developed to withstand the strain caused by, for example, barbells and weights. The goal was to create pieces that last over time — both in quality and in our design language. These are garments developed for gym training, but that work just as well in everyday life.

The updated Stride and Define collections will launch on January 19, 2026, at icaniwill.se, in ICIW’s own stores, and at selected retailers.