Target takes aim at Lululemon with new line of activewear

Target's new "All In Motion" activewear brand.

Target is looking to take on Lululemon with its own brand of activewear.

Called “All in Motion,” the brand will offer everything from sports bras and leggings to hand weights and yoga mats and is expected to bring in $1B in its first year.

Designed “with a commitment to quality, sustainability and inclusivity,” the new line will be available on Target’s website beginning January 17 and in stores later this month. 

“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,” said Jill Sano, Target senior vice president. “That’s why we designed our newest owned brand, All in Motion, for the entire family and for all stages of their fitness journey.”

The brand will include signature details like secure zip pockets and thumbholes in sleeves and will be available in a wide range of sizes, form XS-4X for women, S-3X for men and XS to XXL for children. 

The entire collection will range in cost from $3.99 to $69.99, with the majority under $40. 


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