Primark has kicked off the New Year with a fitness-inspired campaign to highlight its expanded Workout product range.

Tapping into the trend for people to start January with a new health and fitness regime, the value retailer has launched new store windows, in-store point-of-sale and a video campaign to raise awareness of its expanded fitness range, Workout.

It has launched two new fitness ranges for 2014 - Menswear ‘by Admiral’ and ‘by Technolayer’.

The videos showcase models wearing the ranges while doing sports activities such as running and skipping and feature fitness products from Primark’s home department.

Primark reported rocketing profits in November after an “outstanding” year. Adjusted operating profits jumped by 44% to £514m in the year to September. The retailer’s sales climbed 22% to £4.27bn, boosted by new retail space.