A NEW CHAPTER / NOVAA FIT
SAME PURPOSE.
NEW DIRECTION.
NOVAA is evolving. A sharper identity, a clearer product system and a more focused way of helping people stay active.
WHY WE CHANGED
NOVAA GREW.
THE BRAND NEEDED
TO GROW WITH IT.
NOVAA began with a broad range of products built around comfort, movement and everyday performance.
As the range developed, we realised the brand needed a clearer identity — one that made it easier to understand what we stand for and where every product belongs.
The result is the NOVAA you see today: cleaner, more technical and organised around three simple pillars.
TRAIN. SUPPORT. RECOVER.THE VISUAL CHANGE / 01
A MORE FOCUSED
NOVAA.
Earlier NOVAA products and creative used a broader mix of colours and a more traditional fitness aesthetic.
Today, NOVAA uses Carbon, Performance White, technical greys and Signal Green to create a more consistent performance identity.
THE TRANSITION / 02
WHY YOU MAY STILL
SEE OLDER COLOURS.
A rebrand doesn’t happen overnight.
As NOVAA transitions into its new visual identity, some products from previous production runs may still appear in earlier colourways.
You may also occasionally see older colours in product photography, accessories or presentation while the transition is completed across the full range.
Where the product specification is the same, older colourways offer the same intended function as their newer NOVAA counterpart. The difference is visual, not a downgrade in the product.
OUR APPROACH
GOOD PRODUCT
SHOULDN’T BECOME WASTE
BECAUSE A COLOUR CHANGED.
Changing a brand identity doesn’t suddenly make an existing product less useful.
Rather than replacing perfectly usable stock purely for cosmetic reasons, we’re allowing the transition to happen progressively as new NOVAA colourways enter the range.
That means for a limited period, old and new NOVAA visuals may exist side by side.
BRAND EVOLUTION / 03
WHAT CHANGED.
WHAT DIDN’T.
A cleaner and more technical visual identity.
A focused Carbon, off-white and Signal Green palette.
A clearer product architecture.
Every product now fits into Train, Support or Recover.
Our focus on useful, functional products.
Our aim to make staying active more comfortable.
Our commitment to straightforward customer support.
The purpose behind NOVAA: helping people keep moving.
QUESTIONS
ABOUT THE
TRANSITION.
I received an older colour. Is it the wrong product?
Not necessarily. During the brand transition, certain products may still be supplied in an earlier NOVAA colourway. Check the product and order details rather than colour alone when identifying your item.
Why doesn't my product look exactly like the new NOVAA colours?
Existing production runs are being transitioned progressively. This means some earlier colours can remain in circulation while newer NOVAA versions enter the range.
Is an older colourway lower quality?
Colour alone is not an indication of product quality. Where product specifications are unchanged, the difference between an earlier and newer colourway is cosmetic.
Will every NOVAA product eventually use the new identity?
Our goal is to bring the range progressively into a more consistent NOVAA identity as products and production runs are updated.
I'm unsure whether I received the correct item. What should I do?
Contact our support team with your order number and a photo of the product you received. We can help confirm the item.
CONTACT SUPPORT →A NEW LOOK. THE SAME PURPOSE.