Target announces athletic-focused own brand All in Motion

Dan Ochwat
Executive Editor
Dan Ochwat profile picture

Target is kicking off 2020 with a new own brand of activewear and sporting goods called All in Motion, a line that the company said was created based on insights from its Target shoppers.

The line includes such apparel items as sports bras, leggings, hoodies and sweats, and such fitness equipment as hand weights and yoga mats. The private brand reportedly will replace an exclusively licensed brand that the retailer was carrying from Hanesbrands called C9 by Champion.

What stands out most in the new private brand is how the gear spans such a wide audience, with affordable items for children and adults, as well as people in different stages of their fitness journey. Target said the in-house design team listened to men, women and children, testing out fabrics that wick away sweat. The company also engineered sports bras to fit various body types.

All in Motion leggings are also a product that was engineered to fit all body types, and the company said mannequins and model photographs in-store will reflect the all-inclusive body types that the gear will fit.    

“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 Sando, senior vice president, general merchandise manager, apparel and accessories and home, Target. “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.”

When shopping at Target, the new private label line will be featured on open shelving, with items tracked by fit and style. QR codes will also be available to scan in-store to find sizes and styles, as well as provide videos to explain what activities the gear works best for and what level of fitness journey.

The product begins hitting select stores Jan. 17 and will be available in all stores by Jan. 24.

Minneapolis-based Target currently manages many clothing private brands such as Goodfellow & Co. for men, Original Use for youth and Wild Fable for women.