Irish textile discounter Primark has relaunched its performance category with its largest collection to date for women, men and children to meet increasing customer demand.
The 150-piece performance collection includes the latest technical product innovations. This includes sweat-wicking, breathable fabrics and water-repellent styles in products like sports bras, tops, leggings, sweatpants and workout shoes.
Primark has almost doubled the size of its performance collection to meet customer demands. The collection will be presented in selected stores in specially designed zones from March. These areas are designed with mannequins in active poses, trendy tables with ballet barre-inspired clothes rails, and lifestyle images and display boards. Fitness and health equipment as well as gym flooring complete the concept.
Additionally, the collection has been renamed and the previous workout logo has been replaced with a new, embossed logo. This is intended to clearly distinguish the performance line from the casual clothing in the main collection. The collection will be available in all stores and markets throughout the year, contrasting with seasonal trends.
“We want our customers to be able to focus on performance, look and feel good without worrying about cost,” said Steve Lawton, Chief Product Officer at Primark. “This launch features our largest performance collection to date with new branding. The category has doubled compared to last year as consumers seek performance wear that works for both the gym and everyday life – at prices to suit every budget.”
The women’s collection includes leggings, yoga leggings, seamless sports bras, running jackets and athleisure tracksuits, among others. For men, there are “Rest Day” t-shirts, reflective coordinates, structured tracksuits and performance training shoes. The children’s range includes water-repellent tracksuits, Borg fleece, zip-up jackets, leggings, t-shirts and yoga shorts.
There is also a selection of accessories such as soft training towels and wireless and wired headphones. Prices start at 2.80 British pounds.
To launch the collection, Primark has launched a digitally focused campaign called ‘Unstoppable You’. Celebrity ambassadors such as Adele Roberts, Courtney Black and Ashley Cain share their personal stories of how sport and fitness have helped them overcome obstacles.
This article previously appeared on Fashionunited.uk and was created using digital tools translated.
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