Target unveils new activewear brand 'All in Motion'

By

Gabriella Lacombe

Published
Jan 13, 2020

Target is upping its presence in the world of activewear with the launch of ’All in Motion,’ its new activewear brand. 

Set to launch this month both in Target stores and online, the brand will offer a range of apparel and athletic accessories such as weights and yoga mats, all designed to reflect the company’s “commitment to quality, sustainability and inclusivity,” the company said, via a press release.

To appeal to the changing consumer needs, the brand’s apparel is made with performance fabric with features like wicking, water-resistance and odour-control, and the majority of the brand’s activewear incorporates sustainably sourced materials. In addition, All In Motion activewear is available in a variety of sizes, with women’s sizes ranging from XS to 4X, men’s sizes ranging from S to 3X and kid's ranging from XS to XXL.  

All items from the collection will be priced from $3.99 to $69.99, with the majority of items falling under $40. The price-point positions Target’s All In Motion to be a more accessible competitor to powerhouse athleticwear brands like Adidas, Lululemon and Nike, whose apparel typically retails at a higher price-point.

According to a report from USA Today, Target reps expect All In Motion to generate $1 billion in its first year.

“After listening to and sweating alongside more than 15,000 men, women and kids across the country, one thing became abundantly clear to us: guests are seeking quality activewear and sporting goods that they trust will perform—at an affordable price,” said Jill Sando, Target senior vice president and general merchandise manager, apparel and accessories and home.

“With a size-inclusive assortment that incorporates quality, durable fabrics and sustainably sourced materials, we are ringing in the New Year with a new collection that celebrates the joy of movement.”

The All In Motion brand will launch online January 17 and in stores nationwide by January 24.