Primark has launched its biggest ever performance collection. From technical sports bras and sweat-wicking tops to premium buttery soft leggings and joggers, the new range 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.
Steve Lawton, chief product officer at Primark, said: “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 seamfree ranges. This relaunch includes our biggest ever performance range with new branding on the product and within our stores. 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.”
The collection has been tested against the Primark Durability Framework, a set of criteria to wash and test the durability of our clothes, giving consumers greater confidence that low prices don’t come at the expense of durability.
Primark has almost doubled the size of its latest performance range in response to customer demand. The retailer will also introduce new dedicated spaces in selected stores to showcase the range from March, 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 caters to athletes as well as those who want to wear athleisure for everyday comfort. However people choose to move, this new range is fashionable, technical and comfortable, so there’s no compromise on performance or price.
- Womenswear | New additions to this year’s collection include buttery soft leggings, yoga leggings, seamfree sports bras, running jackets and athleisure tracksuits. All womenswear products in this year’s collection have been designed with performance and comfort in mind with technical features including four-way stretch and sweat-wicking and are made from breathable fabric.
- Menswear | In menswear, the ‘rest day’ t-shirt, reflective co-ord, textured tracksuits and performance trainers are new to the range. The performance jacket and jogger are shower resistant for outdoor workout sessions.
- Kidswear | 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.
- Accessories | Stand out accessories include super soft workout towels, wireless and wired headphones.
Prices start from £2.80, and the collection is available in all stores now.
Recognising the changing trends around how people wear athleisure clothes, Primark has rebranded this range, dropping its previous Workout logo for a new embossed logo. This will allow customers to easily identity the performance range, in particular from its main range leisurewear. The collection includes over 150 product options across womenswear, menswear, kidswear and accessories, and is now available in all stores across all markets, all year round, breaking the seasonal trend.
To mark the relaunch, Primark’s campaign titled ‘Unstoppable You’ which can be seen in the windows of over 450 stores worldwide, and across Primark’s digital channels, spotlights real ambassadors including Aadam Hamed, Adele Roberts, Abbie Wood, Ashley Cain, Bryony Gordon, Courtney Black and Keegan Hirst telling their stories of overcoming personal hurdles and the role sports and activity has played in this.
Adele Roberts, runner, DJ and broadcaster, said: “I used to think sport was for the gifted people, now I know it’s for everyone. I’ve realised as well the power of clothing and if you wear the right clothes, you feel good, you look good and you go out there and you perform good.”
