Primark Relaunches Enhanced Perfomance Collection

Primark launches its largest-ever performance collection, offering a comprehensive range for men, women, and children.

Designed for optimal performance, the 150-piece collection features four-way stretch, sweat-wicking technology, breathable fabrics, and shower-resistant styles, ensuring comfort and functionality in sports bras, tops, leggings, joggers, and trainers.

Primark responded to customer demand by nearly doubling the size of its performance wear collection. From March, this expanded range will be highlighted in dedicated store zones, showcasing active pose mannequins, trend tables, lifestyle images, and engaging displays with health and fitness props and gym flooring.

Primark has discontinued the “Workout” logo and introduced a new embossed logo for its rebranded performance range. This collection will now be available year-round in all stores globally, marking a departure from seasonal trends.

Our primary objective is to empower our customers to prioritize their fitness goals and feel confident, without the financial burden often associated with high-performance athletic wear,” stated Steve Lawton, Chief Product Officer at Primark. “Primark is demonstrating that it’s entirely feasible to provide cutting-edge, innovative fabrics and features within the realm of affordable athleisure. We’ve received overwhelmingly positive feedback from our customers, particularly regarding our exceptionally soft and seamless product lines.

“This relaunch introduces our largest-ever performance collection, distinguished by new branding on the product and within our stores. As consumer demand for performance wear continues to surge, we’ve expanded this category significantly. We offer high-quality activewear that excels both in the gym and beyond, all at prices designed to fit every budget.”

The women’s collection showcases a range of stylish and comfortable pieces, including buttery soft leggings, yoga pants, seamless sports bras, running jackets, and athleisure tracksuits. For men, the collection offers a variety of options, such as “rest day” T-shirts, reflective co-ords, textured tracksuits, and performance trainers. The kidswear line features a diverse selection, including a shower-resistant tracksuit, cosy Borg fleece, a zip-up jacket, leggings, buttery soft T-shirts, and yoga shorts.

The collection also offers a range of essential accessories, including comfortable workout towels and a selection of both wireless and wired headphones. Prices for the entire collection begin at £2.80.

Primark has launched a digital campaign, “Unstoppable You,” featuring Adele Roberts, Courtney Black, and Ashley Cain. These ambassadors share their stories of overcoming personal hurdles through sport and fitness, highlighting the new collection.

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