Reprimo makes US debut exclusively with JD Sports

Manchester-based activewear brand Reprimo, which was founded in 2023 by former Global Sales Director at Hoodrich, Tom Jones, is making its US debut in 30 JD Sports stores, as well as online.

It follows the success Reprimo has had in JD stores across the UK and Ireland this year, achieving 400% year-on-year growth, which is projected to double again by 2026.

The exclusive capsule collection is now available in JD stores in New York, Philadelphia, Washington D.C., Baltimore and Texas, among others, with the aim to roll out to a further 100 JD stores in the US in Q1 2026, and with more seasonal drops planned for SS26.

A professional golfer from the age of 19 (from January 2009 to May 2012), Tom Jones later trained in Muay Thai, jiu-jitsu and boxing. He launched Reprimo to solve fighters’ complaints about sweat-heavy fabrics and restrictive fits.

Starting with no outside funding, Jones “built the brand from scratch”, refining products after early setbacks and relaunching in August 2023 with performance compression and “crossover streetwear”.

As Global Sales Director at British streetwear brand Hoodrich (from January 2020 to April 2024), Jones helped to expand the label into 28 countries.

Jones was also previously Brand Manager UK and International at 2Squared Agency, from when he stepped back from golf in 2012 up to August 2018.

Reprimo’s range is worn and tested by elite athletes and pro MMA fighters such as Luke Riley, Nathan Fletcher and Shem, and is “designed to perform under pressure with durable materials, precision cuts and all-day versatility”.

Jones, who is also the CEO of Reprimo, said: “Reprimo was built off conversations in gyms with elite athletes, solving problems they told us no one else was fixing.

“We pressure test every fabric, every fit and every stitch. If it won’t survive six heavy sessions every week in an elite fight camp, it doesn’t get made.

“There’s a large group who want high performance products but don’t want to compromise on how it looks. It’s about being just as happy in an intense training session as you are when wearing it to and from the gym.”

The collection available exclusively to JD Sports includes the ‘Performance Base Layer Balaclava Hoodie’, the ‘Performance Base Layer Pant’, the ‘Cirrus Jacket’, the ‘Flight Windbreaker’ and ‘Flight Pants’, the ‘Performance Base Layer T-shirt, and the ‘Motion’ hoodie and jogger.

Matt Roberts, VP of Divisional Merchandise at JD Sports USA, commented: “JD is at the centre of youth culture in every corner of the globe. Our vision and mission statement is defined as ‘Connect Globally, Inspire Locally, Empower Individually’.

“We’ve seen Reprimo’s impressive growth and how well people have responded to it - both in the gym and on the street back in the UK and Ireland. There isn’t anyone else in this space, it’s unique luxury streetwear that performs in the gym.

“In our constant strive to obsess the consumer across the globe, we identified a pocket of the USA where we saw a big opportunity for Reprimo to come into a crowded market, disrupt the sector and offer the consumer something they didn’t know existed, but knew they needed.”