The intersection of intimate apparel and high-performance sportswear has long been a pursuit of design houses, but rarely has a brand bridged that gap with as much technical precision as LDMA. On Friday, the brand—an acronym for "Life Deserves More Action"—officially announced its expansion into the activewear category with the debut of "Contour."
This launch represents a pivotal moment for cofounders Leland Drummond and Michele Thomas, who have spent the last several years methodically building a lifestyle brand that prioritizes the "layer closest to the skin." By applying their deep-rooted expertise in intimate apparel to the functional demands of high-intensity movement, LDMA is positioning itself not just as a clothing label, but as a curator of the modern woman’s daily uniform.
The Genesis of LDMA: From Intimates to Activewear
To understand the strategic significance of Contour, one must look at the intentionality behind LDMA’s origin. Founded in November 2021 by industry veterans Drummond and Thomas—who also helm the prominent public relations agency Azione—the brand was born from a realization that the market was saturated with sportswear yet curiously lacking in foundational support.
"We started LDMA with intimates because we felt like women had been given a million options for what to wear to work out," Drummond explained in an exclusive interview. "But nobody was really thinking about the layer underneath or about what women actually wear across an entire day."
The philosophy behind the brand is "designing outward." By mastering the complexities of fit, fabric, and support in the intimate category, the duo established a blueprint for comfort that could be scaled into more rigorous environments. Thomas notes that Contour is the "natural next chapter" in this progression. The brand’s identity is built on the belief that a woman’s wardrobe should not require a transition from "workout" to "living." Instead, the clothing should be versatile enough to bridge the gap between professional, domestic, and athletic spheres.
Chronology of a Growing Empire
The path to this week’s launch has been marked by a series of deliberate, data-driven expansions that have allowed the brand to cultivate a loyal customer base before entering the competitive activewear market.
- November 2021: LDMA officially launches, focusing exclusively on elevated, everyday intimates designed for the realities of the modern woman’s life.
- 2023–2024: The brand begins to experiment with broader lifestyle pieces, identifying the "white space" in the market where functional apparel meets aesthetic appeal.
- 2025: LDMA introduces its active loungewear collection, signaling a shift toward more performance-oriented textiles and designs.
- Early 2026: The company undergoes a significant brand expansion into the "bodywear" category, refining the silhouettes that would eventually inform the Contour line.
- August 2026: The official launch of "Contour," a foundational activewear collection featuring bike shorts, sports bras, and high-rise leggings.
This chronological progression demonstrates a "crawl-walk-run" strategy. Rather than attempting to dominate every category simultaneously, Drummond and Thomas built trust through their hero products, ensuring that when they finally entered the activewear space, the customer base was already primed for the quality they provide.
Supporting Data: A Story of Rapid Expansion
The confidence behind the launch of Contour is backed by impressive financial performance. LDMA has navigated a volatile retail landscape with notable agility, reporting a 139 percent net revenue growth from 2026 to 2027.
Equally compelling are the metrics surrounding customer loyalty. The brand has seen its hero bralette products sell out four times over the past year—a testament to the "cult following" nature of their design. Perhaps most indicative of the brand’s success is its 25 percent repeat purchase rate observed between 2025 and 2026. In an industry where customer acquisition costs are rising, a high repeat-purchase rate suggests that LDMA has successfully integrated itself into the daily lives of its consumers, rather than being a one-off impulse buy.
The Philosophy of "The Layer Underneath"
What distinguishes Contour from the sea of legacy activewear brands is the methodology behind its creation. During the design process, Drummond and Thomas obsessed over the "micro-details"—the exact placement of a waistband, the tension of a strap, and the breathability of the fabric.
"Our advantage is that we came to activewear through intimates," says Drummond. "We’re obsessed with the female body; where something hits, where it digs, where you want support, where you absolutely don’t, and the tiny fit details that can completely change how you feel in something."
This is not a sportswear collection designed from a distance. The founders are their own primary users. "Frankly, we live in activewear," Thomas adds. "We work, travel, work out, and run around with our families. We’re designing for the way we actually live. We don’t want to change three times a day, and we don’t think women should have to."
The initial collection is intentionally restrained, featuring four foundational styles: bike shorts, a double-strap sports bra, high-rise leggings, and a sports bralette. Offered in "black" and "blue fog," the palette is designed to be timeless and modular. By focusing on these core staples, the brand avoids the trap of fast-fashion trends, opting instead to provide the "uniform" that the founders believe is missing from the market.
Strategic Implications: The Future of LDMA
The launch of Contour is not just about expanding a product catalog; it is about "expanding the LDMA universe." The implications for the brand are twofold.
First, it validates the "intimate-to-active" pipeline. By proving that their technical expertise in undergarments translates to performance wear, Drummond and Thomas have unlocked a repeatable model for future product development. Whether they pivot into outerwear, accessories, or high-performance technical gear, they have established a reputation for "fit-first" design that gives them a significant competitive advantage.
Second, the brand’s success highlights a broader shift in consumer behavior. The modern consumer is increasingly rejecting the "siloed" wardrobe. There is a growing demand for apparel that respects the complexity of a woman’s day—garments that offer enough support for a HIIT class but enough elegance for a client meeting or a casual brunch. LDMA’s ability to tap into this "versatile wardrobe" trend is precisely what has fueled their triple-digit growth.
As the brand looks toward September, with further product rollouts scheduled, the focus remains on deepening the relationship with the customer. "For us, the sellouts are particularly exciting because this whole business was built around the idea of creating hero products women don’t just buy once; they integrate them into their wardrobes," Thomas concluded.
By prioritizing the "lived-in" experience over seasonal trends, LDMA has successfully carved out a niche that is as durable as the fabrics they design. As Contour hits the market, the industry will be watching closely to see if this intimate-led approach to activewear sets a new standard for how we dress—not just for our workouts, but for our lives.
