Fashion retailer Primark has relaunched its performance category, featuring its biggest collection across mens, womens and kids wear. The digital campaign ‘Unstoppable You’ features high-profile ambassadors sharing stories of how sport and fitness helped them overcome personal hurdles.
Fashion retailer Primark has relaunched its performance category
From technical sports bras and sweat-wicking tops to premium leggings and joggers, the new 150-piece performance collection uses the latest product innovations including four-way stretch, sweat-wicking and breathable fabric to offer customers quality and value, without a high price tag. The collection has been tested against the Primark Durability Framework, a set of criteria to wash and test the durability of the apparel.
“We want our customers to be focused on their performance, and looking and feeling good, not breaking a sweat on how much it will cost them. Primark is proving it’s possible to bring high performing, innovative fabrications and features to athleisure affordably: our customers are loving these new fabrications especially our buttery soft and seam-free ranges,” said Steve Lawton, Chief Product Officer at Primark. “This category has doubled for us year on year as consumers look to us for performance wear that works, in the gym and out of it, at prices for all budgets,”
Primark’s performance wear for kids include a shower resistant tracksuit, borg fleece, zip up jacket and leggings.
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Primark has almost doubled the size of its performance range in response to customer demand. The retailer will also introduce new dedicated spaces in select stores to showcase the collection, including active pose mannequins, trend tables with ‘ballet bar’ inspired rails, lifestyle images and display panels on walls with health and fitness props and gym flooring. The performance collection is ideal for both athletes and those who like athleisure for everyday wear.
Womenswear includes soft leggings, yoga leggings, seam-free sports bras, running jackets and athleisure tracksuits, designed with technical features including four-way stretch, sweat-wicking and breathable fabric. In menswear, the ‘rest day’ t-shirt, reflective co-ord, textured tracksuits and performance trainers are new. This year’s performance products for kids include a shower resistant tracksuit, borg fleece, zip up jacket and leggings as well as the buttery soft t-shirt, leggings and yoga shorts. Stand out accessories include super soft workout towels, wireless and wired headphones. Prices start from £2.80.
In menswear, the ‘rest day’ t-shirt, reflective co-ord, textured tracksuits and performance trainers are new.
Primark has rebranded this collection, dropping its workout logo for a new embossed logo. This will allow customers to easily identity the performance line, instead of confusing it with the leisurewear. To mark the relaunch, Primark’s campaign titled ‘Unstoppable You’, which can be seen in the windows of over 450 stores and across Primark’s digital channels, spotlights ambassadors Aadam Hamed, Adele Roberts, Abbie Wood, Ashley Cain, Bryony Gordon, Courtney Black and Keegan Hirst sharing their stories of overcoming personal hurdles and the role sports and activity has played in this.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
