Goop has launched an active wear line called G Sport. This is a collection of tops, bras and bottoms. G Sport has the goal of providing women with mix-and-match performance pieces that are simultaneously technical, comfortable, and fashion-centric. G Sport’s collection is focused on form, function and femininity, with bright peonies adorning leggings and bras on a navy background, while other pieces are available in basic grey or black. Leotards, crop tops, a puff-sleeve mesh tee, leggings and a fleece round out the first collection. From a performance standpoint, G Sport delivers standard tech features such as flat-locked seams and elastic support.

Goop was launched as a lifestyle brand by Gwyneth Paltrow in 2008. It started off as a weekly newsletter, aimed at providing information related to food, health and travel. It has now expanded into e-commerce, provides recommendations on travel, food and health. It has launched its own pop-up stores and in 2017 saw its own magazine materialize.

Paltrow isn’t the only celebrity shaking up the entrepreneurial space. Actress Jessica Alba helped co-found The Honest Company in 2012, a goods maker that offers eco-friendly products; while Mary-Kate and Ashley Olsen and Victoria Beckham have launched their own fashion lines.