All in Motion in motion

At a small-format Target store in Chicago that I visited, the retailer’s JoyLab line of leggings and some athletic wear was on deep discount, and right next to it was the start of its new athletic gear All in Motion.

Albeit, a small start. The Chicago location had two small merchandising racks — one in the men's department and one in the women's — each with a small header announcing the line. Each rack only had a few items, only workout apparel, and the header felt more like a placeholder than actual signage. 

Surely there’s a larger splash to come and that was partly seen down the interstate in Champaign, Ill. A Path to Purchase Institute editor spotted a larger rack in a Target store with nice, large signage. The editor also found a display ad online that was directing consumers to the new private brand online. The display ad reflects the diversity story that the All in Motion line aims to tell.

Path to Purchase Institute members have access to more than 6,000 images at Target alone. The organization is an affiliate brand to Store Brands.