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Target Tackles Activewear Craze With New Size-Inclusive Private Label

Target is introducing All in Motion, a new activewear and sporting goods private label offering premium performance attributes.

Developed using data collected from more than 15,000 customers, All in Motion was also engineered with a commitment to quality, sustainability and inclusivity, “all at incredible Target prices,” the Minnesota-based retail chain noted.

“After listening to and sweating alongside more than 15,000 men, women and kids across the country, one thing became abundantly clear to us: guests are seeking quality activewear and sporting goods that they trust will perform–at an affordable price,” Jill Sando, senior vice president and general merchandise manager for apparel and accessories, and home at Target, said.

“That’s why we designed our newest owned-brand, All in Motion, for the entire family and for all stages of their fitness journey,” Sando said. “With a size-inclusive assortment that incorporates quality, durable fabrics and sustainably sourced materials, we are ringing in the New Year with a new collection that celebrates the joy of movement.”

All in Motion apparel offers quality fabrics and key attributes important for premium activewear brands. These include wicking, water-resistant, UPF50+ protection and odor control, along with signature details like secure zip pockets and thumbholes in sleeves.

The majority of All in Motion activewear incorporates sustainably sourced materials. This includes recycled polyester and sustainably sourced cotton, primarily Better Cotton and organic cotton. Target defines sustainable cotton as grown with maximized water efficiency, optimizing inputs and chemical use, using improved soil health and having ethical working conditions.

The brand was designed for the entire family and for all stages of their fitness journey, so that all families can embrace active lifestyles.

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That meant fabric wear tests, lots of sports bra fittings and workout classes that put products through their paces. Customers will also experience Target’s commitment to inclusivity, with items like the Curvy Contour Leggings, engineered to fit all body types, and apparel in premium fabrics with a wide range of sizes—from XS-4X for women, S-3X for men and XS-XXL for kids. On, models of all shapes and sizes show off the brand’s fit in a marketing campaign of photos that haven’t been retouched.

Ranging in price from $3.99 to $69.99, with most items under $40, All in Motion will be available on beginning Jan. 17 and in all Target stores on Jan. 24.

The news comes on the heels of a Lyst report showing searches for activewear trending upward, which could be a result of consumers committing to New Year’s fitness resolutions.