Peloton is launching its own apparel brand that puts it in direct competition with Lululemon and Nike

• Peloton is launching an apparel brand.
• The new collection features a mix of men's, women's, and gender-neutral styles, costing between $15 to $118.
• Peloton previously partnered with Lululemon, Nike, and Adidas to sell Peloton-branded products.

Peloton, best known for its $2,000 bike (it now offers a cheaper version) and $4,000 treadmill, launched a new apparel brand Thursday, dubbed Peloton Apparel.

Previously, Peloton enthusiasts were able to snap up Peloton-branded apparel through its partnerships with Adidas, Lululemon, or Nike. Now it's going out on its own to become a direct competitor of these brands.

Peloton VP of Apparel Jill Foley, who is married to Peloton CEO John Foley, said in a press release Thursday that the new collection will include a mix of men's, women's, and gender-neutral styles, costing between $15 and $118.

Customers can pick up a pair of women's leggings for between $78 and $99, which is around the same price point as Lululemon, for example.

Products come in different fabrics and are suitable for different types of exercises on and off its equipment - such as yoga and running, for example.

"With each collection, we're offering reliable pieces that support your sweatiest days, your busiest days, your rest days and beyond. Our goal with this brand is to enhance our Members' lifestyles, not just one part of their day," Jill Foley said in the press release.

While the company has offered a limited selection of its own apparel on its site since 2015, it wasn't until it partnered up with other athletic brands that this category became a bigger part of its business, Business of Fashion wrote.

While the company does not break out apparel sales in its financials, CEO John Foley said at a conference in October that Peloton had sold 600,000 pieces of branded apparel in that quarter alone, according to BoF.

A spokesperson for Peloton told Insider that for the moment, its main focus will now be producing its own apparel rather than launching new collaborations.

"We're always listening to our Members when it comes to what they want in the apparel space so, if it makes sense and we know it's something our community will love, then a special co-branded capsule is absolutely something we would consider. But, at the moment, we're very much focused on launching and continuing to grow Peloton Apparel," they said.