Target launches activewear brand with emphasis on inclusivity

Target Corp. kicked off the new year by adding another owned-brand to its growing portfolio.

The retailer is launching All In Motion, an activewear and sporting goods brand for men, women and children. The line will be priced from $3.99 to $69.99, with most items under $40. The assortment ranges from leggings and sports bras to yoga mats and hand weights.

The new brand is expected to help Target gain market share in a category that has grown 140% in the past decade, 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. 

All in Motion will replace C9 by Champion (an exclusive brand from Hanesbrands that Target has carried for more than a decade). It was developed by the chain's in-house designers with a commitment to quality, sustainability and inclusivity, according to Target. The majority of the activewear incorporates sustainably-sourced materials, with durable fabrics that feature attributes associated with more premium brands, such as wicking, water-resistance and odor-control. 

The collection will be available in a wide range of sizes, from XS to 4X for women, S to 3X for men and XS and XXL for kids. In keeping with the inclusive theme, models of all shapes and sizes will show off the line on the Target website, the company said, and store mannequins will be in sizes 4, 10 and 16. In addition, Target pledged there will be no retouching in All In Motion’s marketing campaign. 

In-store, the brand will be displayed in an easier-to-shop experience with open shelving and items merchandised by fit and style.  In-store items will have QR codes to help customers find additional sizes and styles online, as well as product videos to help shoppers find the right gear for a specific activity. 

The collection will launch in Target stores nationwide by Jan. 24, and online Jan. 17.