Internal Usage: Window, Instore, Social, Press, and Digital
This image is strictly to be used for PR purposes related to the pictured Primark product ONLY. This image MUST be credited in full as per the metadata.
This image is provided for use by Primark and has no syndication rights unless prior approval is sought from Primark, this includes re-selling or giving use to any third party or company.
This image may only be used for the duration the products are on sale and MUST NOT be archived for future use.
This image can only be used until the 31st January 2026 and cannot be used after this date.
Primark is stepping up its style and performance credentials with the launch of its biggest-ever activewear range, designed to take you seamlessly from workouts to everyday life, without the premium price tag.
Launching this week across women’s, men’s and kidswear, the new 240-piece collection is Primark’s most advanced activewear offer to date, combining fresh styles with innovative new fabrics across leggings, tops, hoodies, running layers and more.
For the first time, the range also expands into lifestyle pieces, accessories and beauty, making Primark a true one-stop shop. Performance Beauty is a new range of skincare, SPF and recovery products designed to support movement before, during and after workouts.
Available in all Primark stores and via Click & Collect across Great Britain, the collection cements activewear as an everyday fashion essential – not just for the gym.
Premium feel and fit, Primark prices
Activewear is already Primark’s fastest-growing category, with sales nearly doubling over the past year. This launch signals a step up in investment from Primark into this category and shows how innovation at scale can make premium activewear fabrics accessible to millions. The range will be available all year round.
The collection introduces four new technical fabrications, each designed to support different types of movement:
- Seamfree for a smooth, second-skin feel
- Buttery Soft™ allowing for freedom of movement
- Smooth Support designed for training
- Body(sculpt) supporting you through your toughest workouts
Together, they form Primark’s most technical range yet – high performance wear at low prices for everyone.
To help customers find their perfect fit, Primark is continuing to roll out its dedicated elevated Performance areas in 72 stores up and down the country, that are designed to bring the range to life in-store.
Luxe leggings for less
Leggings sit at the heart of the collection. Already the number one high-street retailer for leggings by volume in the UK, Primark sells more than 70 pairs every minute. The new range builds on this with multiple fits and fabric options designed for everything from high-intensity training to everyday wear, with prices starting from £4.50.
Steve Lawton, chief product officer at Primark, commented: “Our biggest and innovative activewear launch to date, 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.”
Rita Ora returns – with a Pilates-inspired twist
For the first time, Rita Ora brings an activewear focus to her Primark presents Rita Ora collaboration, launching a new capsule inspired by her love of Pilates. This edit blends performance details with fashion-forward silhouettes, designed to look just as good out of the studio as in it.
Major Finds, everyday wins
Great value runs throughout the collection, including Primark’s latest Major Find: a buttery-soft palazzo trouser and long-sleeved cut-out top co-ord for just £14, while stocks last.
The campaign
The launch is supported by a global campaign built around the tagline Every Move Counts, celebrating the joy of everyday movement. Rita Ora and UK musician and entrepreneur Krept front the campaign, showcasing both high-performance training pieces and relaxed, lifestyle looks.
To find out more, browse the range and shop in the UK via Click & Collect, see https://www.primark.com/en-gb/.
