Target Is Launching A New Size-Inclusive Activewear Brand

Most people can’t walk into a Target without buying just one thing, and the retailer is about to make doing so even more difficult. Target’s new All In Motion activewear brand launches Jan. 17 online and in stores on Jan. 24, and not only does All In Motion feature a more expansive range of plus sizing, but you’ll also see them in stores on size-inclusive mannequins.

According to a press release from the brand, All In Motion was created using feedback from 15,000 Target guests, including women, men, and children. Using the data from its shoppers, the retailer created a new activewear brand that’s centered on quality, sustainability, and inclusivity. Pieces from the All In Motion collection feature key high-quality distinction typically found in pricier activewear such as moisture wicking fabrics, SPF protection, odor control, and water resistance. The difference is that Target’s new brand does so at its typical pricing. Items in the new collection don’t exceed $69.99 with the vast majority of the brand is under $40.

While Target has another in-house brand (JoyLab), the new All In Motion collection features an expanded range of options when it comes to plus sizing. The brand will begin at an size XS and extend to a 4X for women in a multitude of styles. Currently, based on the Target website, JoyLab only features a single item in size 4X.

With the activewear launch, the retailer is also continuing its commitment to inclusive marketing. The All In Motion campaign images will not be retouched, and when you shop the brand on the Target website, you’ll see a variety of body types — both straight and plus size — wearing the brand. If you decide to shop in stores, Target will have size 4, 10, and 16 mannequins to showcase the new line.

Of the new collection, Target Senior Vice President and General Merchandise Manager Jill Sando says, "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…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."

If you’ve been on the hunt for affordable activewear that’s high quality and size-inclusive, head to Target’s website on Jan. 17 to start shopping All In Motion.

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