Target Gets Into the Athleisure Game With Inclusive and Accessible Private-Label Brand

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Just in time for this surge in “new year, new me” perseverance is the launch of Target-owned activewear and sporting goods brand All in Motion, which hits digital shelves on Jan. 17 and will make its way to your local red bullseye outpost on Jan. 24.

Created using intel from more than 15,000 adults and children across the country, the athleisure line, which carries leggings, tops and sports bras in chic, mix-and-match fits in prints and pastels, was engineered with a commitment to quality, sustainable fabrics, inclusivity and accessibility.

Regarding the line, Jill Sando, senior vice president, general merchandise manager, apparel and accessories and home, said in a statement that Target designed All in Motion for the entire family and for all stages of their fitness journey.

“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,” she said.

It’s been a busy few months for Target on the private-label front. Last year, Target unveiled its new flagship food brand, Good and Gather, highlighting the shift away from cheap, generic substitutes and into exclusive, private-label options that foster brand loyalty.

Pouncing on Gen Z’s passion for sustainable products and increasing concerns about climate change, All in Motion apparel incorporates sustainably sourced materials without compromising quality. Beyond that, All in Motion’s leggings, hoodies, sports bras and more have wicking, water-resistant, UPF50+ protection and odor-control specs, along with details like secure zip pockets and thumbholes in sleeves.

All in Motion is being offered in a broad range of sizes, including XS-4X for women, S-3X for men and XS-XXL for kids. (Even Target’s mannequins will model All in Motion in sizes 4, 10 and 16.)

At Adweek’s 2019 Brandweek summit, Target CMO Rick Gomez said the company essentially began disrupting the fashion industry nearly two decades ago, when they made the radical decision to nudge designer partners to make clothing for larger people.

In a fashion category riddled with pricey leggings and cropped sweatshirts, All in Motion exhibits another one of Target’s disruptive choices: an accessible and affordable activewear and sporting goods line, ranging in price from $3.99 to $69.99, with most items under $40. All in Motion is likely Target’s answer to compete with favorite fitness brands like Lululemon and Athleta.

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