Target set to launch 'All in Motion' this month, an Activewear brand 'created for everyo
For consumers looking to add more activity to their lives, a future Target run might help.
This month, the Minneapolis-based retailer is releasing a new store-owned activewear and sporting goods brand called "All in Motion," which will become one of Target's biggest brands, company officials shared exclusively with USA TODAY.
“This is a brand that was created for everyone,” said Jill Sando, Target's senior vice president and general merchandise manager of apparel, accessories and home. “Regardless of your style, your athletic level and wherever you are at in your fitness journey, this will feel like a brand that was built for you.”
The collection, with items for men, women and children, launches online Jan. 17 and in all 1,800-plus locations nationwide by Jan. 24.
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All in Motion includes tops, shorts, pants, leggings, sports bras, swimwear, light outerwear, yoga mats, stability balls, hand weights and more. Prices range from $3.99 to $69.99, and most items will cost less than $40. Sando said Target spoke to 15,000 shoppers as part of its research to create the brand, which is expected to generate $1 billion in its first year. C9 Champion will be phased out with the launch of the Target exclusive brand. “People want quality, they want comfort, they want fit and they want it all at a great price,” Sando said. “They want things that encourage their healthy habits and build confidence. That’s what this brand delivers on.”
The U.S. athleisure category has grown 140% in the last decade,from $35 billion in 2010 to an expected $83 billion this year, Adheer Bahulkar, a partner and lead for specialties retail at A.T. Kearney, a global strategy and management consulting firm, told USA TODAY. Globally, athleisure is a $290 billion market and expected to grow to $355 billion in the next two years, Bahulkar said.
“The early years lot of athleisure growth came at the expense of denim, especially as women embraced yoga pants as a lifestyle, but since then athleisure has gotten into wider categories like menswear, footwear and luxury,” Bahulkar said, noting big brands including Nike, adidas, Lululemon and Gap are investing in the category.
Sando said Target sees it as a category for growth, too.
“It’s clearly incredibly relevant as people are very focused on health and wellness and thinking differently about it,” she said.
And at a time when New Year's resolutions are top of mind, Sando purposely planned a January release.
“We know this is a time of year when people get refocused and reenergized on health and wellness," she said. "We’re really excited to be offering such a premium, such an inclusive and affordable line at a time where it’s just so relevant for the guest."
More about All in Motion
All in Motion includes clothing for men, women and children, which includes tees, tanks, polos, shorts, skorts, pants, leggings, sports bras, swimwear and light outerwear. There's also yoga mats, stability balls, hand weights and more in sporting goods.
Prices range from $3.99 to $69.99 and most items will cost less than $40.
Women’s apparel will be available in sizes XS-4X, men’s apparel in sizes S-3X and kids’ apparel in sizes XS-XXL.
The full collection will be available online at Target.com starting Jan. 17. More sizes will be offered online than in stores, where the brand launches Jan. 24.
Like Target's other store brands, the items in All in Motion come with a one-year warranty.
The majority of the activewear is made with sustainably sourced materials.
The clothes are made with durable, premium fabrics with some having UPF50+ protection. The leggings and sports bras incorporate contouring and bonded technology and signature details include thumbholes in sleeves, secure zip pockets and flexible drawstrings.