Value fashion giant Primark has curated what it claims is its “most technical” and biggest activewear range to date, encompassing 240 pieces.
The launch, which is backed by a global campaign with the tagline “every move counts”, is said to be geared toward “real people with real budgets who want to look and feel great for less”.
Available now in stores and via click and collect across Britain, the women’s, men’s and kids’ wear line-up includes leggings, tops, hoodies and running layers.
Prices start from £2.50 for accessories and £4.50 for activewear.
According to the retailer, the collection includes four new technical fabrications, each designed to support different types of movement: ‘seamfree’ for a smooth second skin feel; ‘buttery soft’, accommodating freedom of movement; ’smooth support’ designed for training; and body (sculpt) to aid the toughest workouts.
To help customers find their perfect fit and showcase the range, dedicated elevated performance areas will continue to be rolled out within 72 stores, the retailer added.
Primark, which sells more than 70 pairs of leggings in the UK every minute, also revealed the range had expanded into lifestyle pieces, accessories and beauty for the first time.
‘Performance Beauty’ incorporates skincare, SPF and recovery products designed to support movement before, during and after workouts.
Singer and actress Rita Ora has also returned as part of an ongoing collaboration, debuting her first pilates-inspired activewear capsule.
The edit is said to blend performance details with fashion-forward silhouettes “designed to look just as good out of the studio as in it”.
Steve Lawton, chief product officer at Primark, described the launch as its biggest and most innovative to date.
He said: “This is truly what Primark does best. Just like we’ve done for decades with fashion, we’re democratising activewear by bringing the very best innovation and fabrication, but pricing no one out. Primark is built on the belief that you shouldn’t have to spend more to look and feel good – and activewear, which millions of our customers wear every day, is the perfect example.
“With this collection, we’ve combined great style with the latest innovative fabric technology and made it possible at Primark prices. From the fit and feel to the colours and performance, these pieces stand up against options costing many times more. Whether you’re heading to the gym, the high street, or just moving through everyday life, this range is for everyone, and every budget, however they choose to move.”
Last May, Primark completed the rollout of its click-and-collect service across its entire store estate in Britain.
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