LDMA Moves From Intimates Into Activewear With Contour Collection Launch

LDMA, the intimates-first label founded by Leland Drummond and Michele Thomas, has launched its first activewear collection — a four-piece range called Contour that marks the brand's entry into one of the most crowded categories in fashion retail.

The Contour collection landed on 14 August 2026 with four foundational styles: bike shorts, a double-strap sports bra, high-rise leggings, and a sports bralette. They come in black and blue fog, with additional styles set to roll out in September, according to WWD WWD.

LDMA — short for "Life Deserves More Action" — started in intimates, then moved into active loungewear in January 2025 and a dedicated bodywear category in April 2026. The brand describes itself on its website and Instagram as "The Modern Active Uniform for Women that Move." Its products sit in an accessible price band: the Low Hide Ribbed Thong lists at $30.00 and the High Sculpt Bra Rib at $50.00 on the brand's About page LDMA.

The founders said the brand built outward from intimates toward activewear, and that Contour was designed using fit, support, and function expertise drawn from the intimate apparel space WWD. That sequence — starting with the garments closest to the skin and moving into performance layers — gives the brand a technical origin story in a category where most new entrants arrive from a fashion or influencer angle.

LDMA has early commercial signals to support the expansion. The brand reported a four-times sell-out of its hero bralette products over the past year and a 25 percent repeat purchase rate across its full product range between 2025 and 2026 WWD. A repeat purchase rate of that level — meaning one in four customers returned to buy again — is a metric brands use to gauge whether early buyers are becoming loyal customers rather than one-time shoppers.

For the activewear market, the launch adds another small, intimates-rooted challenger to a field dominated by large groups such as Lululemon, Nike, and the activewear divisions of fast-fashion conglomerates. LDMA's strategy of starting tight — four styles, two colours — and expanding in September mirrors the drop-by-drop release cadence that newer direct-to-consumer brands use to test demand before committing to deeper inventory.

The September additions to Contour have not yet been detailed by the brand.