Primark hasn’t used its marketing campaigns to focus on a particular category before, making this bid to embrace the fitness market a new move for the fast-fashion retailer and one that follows in the footsteps of rivals such as H&M.

The campaign video looks high end and doesn’t feature the Primark name

The Primark Workout video looks high end and doesn’t feature the Primark name

Primark hasn’t used its marketing campaigns to focus on a particular category before, making this bid to embrace the fitness market a new move for the fast-fashion retailer and one that follows in the footsteps of rivals such as H&M.

It’s a clear attempt to pitch the brand upwards. The sleek black and white images look more akin to a Nike advert than what might be expected of Primark, with honed models striking poses in slick workout gear. The accompanying online video is similarly glossy, shot in the same style and featuring a model being put through his paces in Primark clothes.

But while it looks nice, the video doesn’t make it clear what it’s selling or where you can buy it - the tagline features the brand name Admiral, but Primark is not mentioned. Perhaps this is a deliberate attempt to create a high-end feel, but online viewers might not take the time to find out what they’re watching.

They might not watch to the end, either - nothing much happens and it’s a case of style over substance.

The images will be used in store and as point-of-sale material, and as such will be effective and eye catching - the shots are simple and striking, and no doubt will prompt shoppers to try out Primark’s exercise line.

The campaign is well timed for shoppers’ January health kicks, and it will appeal to the sizeable value sportswear market. With images that are pitched clearly at both men and women it also provides a more female-friendly environment in which to shop compared with category rival Sports Direct.