Everything We Know About Target's New Activewear Brand

In case you needed another reason to head to Target, the brand has announced the launch of their new activewear and sporting goods brand, All in Motion, coming to stores Friday, January 24 and available online January 17. 

With the goal of delivery an inclusive (in size and accessibility) and sustainable line of clothes that will perform well whatever your workout tastes are (or aren’t), they’ve taken insights from people around the country (from sports bra fittings to tests in intense work-out classes) to fine-tune the products to keep everyone feeling and looking their best as they sweat.

“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,” Jill Sando, senior vice president, general merchandise manager of apparel and accessories and home at Target said in a statement. “That’s why we designed our newest owned brand, All in Motion, for the entire family and for all stages of their fitness journey. 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.”

The products are all designed with some of bells and whistles you’ve come to expect from fancy sportswear and athleisure brands, including wicking (keeping moisture away form your body), water-resistant, UPF50+ protection and odor-control.

Plus, they feature design features like secure zip pockets and thumbholes in sleeves and bras that were overseen by their internal fit specialist who created their intimates brand, Auden. The price ranges are between $3.99 and $69.99 — with most of the items reportedly under $40. 

The brand’s size range is between XS-4X for women, S-3X for men and XS-XXL for kids and the store’s mannequins (sizes 4, 10 and 16) will be seen sporting the clothes after the launch, alongside images of  models of “all shapes and sizes,” according to Target. 

If you weren’t planning to wander through your local Target and somehow leave with a new gym wardrobe anytime soon, uh, start planning now.

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