Primark expands activewear offer with new sub-brand

Primark has launched Primark Form, a new activewear sub-brand, as the brand looks to strengthen its position in the increasingly competitive sportswear market. 

The new sub-brand spans womenswear, menswear and kidswear and brings together performance-led fabrics, technical features and lower price points.

Launching in the UK today (8 September), the autumn/winter collection is the first to carry the Primark Form name and follows the retailer’s launch of its biggest-ever activewear range earlier this year.

Primark said 63% of Brits now wear sportswear outside dedicated workout sessions, while 78% say high prices prevent them from buying the activewear they want. The new range is designed to address this gap by offering technical features at the value prices Primark is known for.

The collection includes four key categories. Smooth Support uses breathable, sweat-wicking fabric with four-way stretch, while Buttery Soft is designed for activities such as yoga and Pilates. Its Running range includes shower-resistant finishes and reflective detailing, while Seam Free offers a second-skin feel aimed at both exercise and everyday wear.

Key womenswear pieces include a Seam Free Crop Top priced at £5 and Seam Free Shorts at £8, alongside Smooth Support Crop Top and Shorts at £8 each and a Buttery Soft Jacket at £16.

The offer also extends into menswear and kidswear, with menswear including Thermolite padded outerwear and AIRDINAMICS Seam Free T-shirts. Kidswear includes tracksuits, performance T-shirts, vests and leggings, with prices starting at £3.50.

Steve Lawton, Chief Product Officer at Primark, said the range aims to show consumers that they “don’t need to pay more to get great looking, fitting and functional activewear”.

He added: “We've combined thoughtful design, technical fabrics and performance-led features with the great prices Primark is known for.”

The launch comes as Primark continues to reinforce its value credentials. Last month, the retailer introduced its Iconic Value initiative, permanently cutting prices by up to 29% on hundreds of selected products as household budgets remain under pressure.

Primark Form will be available year-round across its markets, with the collection launching in UK stores and through Click & Collect in Great Britain.