Target Corp. is set to claim a bigger piece of the U.S. activewear market, which is projected to hit $69.2 billion this year.
The retailer will launch online on Jan. 17 — and in stores on Jan. 24 — a new activewear and sporting goods brand that’s committed to sustainability and inclusivity, called All in Motion.
The brand offers products for the whole family in a broad range of sizes, including XS to 4X for women, small to 3X for men, and XS to XXL for kids. Items include everything from sports bras and leggings to hand weights and yoga mats.
Jill Sando, Target senior vice president and general merchandise manager of apparel, accessories and designer home, said Target teams hit the fitness circuit to find out what consumers wanted, and “listened and sweated alongside more than 15,000 men, women and kids across the country. One thing became abundantly clear, guests want quality activewear and sporting goods that they trust will perform.”
And they want products to be affordable. All in Motion prices range from $3.99 to $69.99, with most items priced under $40.
All in Motion uses high-quality fabrics and incorporates features often associated with premium activewear brands including wicking, water-resistance, UPF50-plus protection and odor-control, along with details such as zippered pockets and thumbholes in sleeves.
Target is featuring models of different shapes and sizes wearing All in Motion online, and the retailer’s marketing campaign follows its policy of not retouching photos.