Target is encroaching on Lululemon's turf with a new activewear brand it hopes will make $1 billion in the first year
- Target is launching an activewear brand, the company announced in a Thursday press release.
- The All in Motion brand will be available online and in stores this month and will include sustainably sourced clothes in a wide range of sizes.
- Target expects the business to generate $1 billion in its first year, a company executive told USA Today.
- The new brand could challenge Nike, Adidas, and Under Armour with its more moderately priced athletic wear.
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Target is making moves in the athletic-wear sector.
The company announced in a Thursday press release the launch of a new activewear brand, All in Motion. The new brand, which debuts this month, was designed with a focus on sustainability and inclusivity and will feature a wide range of sizes for a variety of body types.
"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. That's why we designed our newest owned brand, All in Motion, for the entire family and for all stages of their fitness journey," Jill Sando, Target's senior vice president and general merchandise manager for apparel and accessories and home, said in the press release.
Target expects the business to generate $1 billion in its first year, Sando told USA Today.
Though not necessarily a direct hit to leading activewear companies like Nike, Adidas, and Under Armour, the All in Motion collection will likely be a draw to shoppers looking for more moderately priced athletic wear. Most pieces in the collection will be under $40, though prices will range from $3.99 to $69.99, a much smaller price range than exists in collections from higher-priced activewear companies like Lululemon.
All in Motion items will be available on Target.com on January 17 and in stores nationwide by January 24.