Primark launches biggest ever activewear range and introduces ‘Performance Beauty’

Primark has launched a new 240-piece activewear range, its biggest ever in the category, “bringing premium performance fabrics to the high street”.

Now available in stores and via click and collect across the UK, with prices starting from £2.50 for accessories and £4.50 for activewear, the range is described as “designed for real people with real budgets who want to look and feel great for less”.

To help customers find their perfect fit, Primark is continuing to roll out its dedicated and elevated Performance areas in 72 stores up and down the country, which are designed to bring the range to life in-store.

For the first time, the range also expands into lifestyle pieces, accessories and beauty, with the all-new ‘Performance Beauty’ range of skincare, including SPF and recovery products designed to support movement before, during and after workouts.

The activewear collection introduces four new technical fabrications, each designed to support different types of movement. There’s ‘Seamfree’ for a smooth “second skin feel”, ‘Buttery Soft’ – allowing for freedom of movement, ‘Smooth Support’, specifically designed for training, and Body (sculpt) to support through the toughest workouts.

Leggings sit at the heart of the collection. Already the number one high street retailer for leggings by volume in the UK, Primark sells more than 70 pairs every minute. The new range builds on that with multiple fits and fabric options designed for everything from high intensity training to everyday wear, with prices starting from just £4.50.

Also, for the first time, singer and actress Rita Ora is bringing an activewear focus to her ‘Primark presents Rita Ora’ collaboration, launching a new capsule inspired by her love of Pilates. The edit blends performance details with fashion forward silhouettes, “designed to look just as good out of the studio as in it”.

Steve Lawton, Chief Product Officer at Primark, said: “Our biggest and innovative activewear launch to date, this is truly what Primark does best. Just like we’ve done for decades with fashion, we’re democratising activewear by bringing the very best innovation and fabrication but pricing no-one out.

“Primark is built on the belief that you shouldn’t have to spend more to look and feel good – and activewear, which millions of our customers wear every day, is the perfect example.

“With this collection, we’ve combined great style with the latest innovative fabric technology and made it possible at Primark prices. From the fit and feel to the colours and performance, these pieces stand up against options costing many times more. Whether you’re heading to the gym, the high street or just moving through everyday life, this range is for everyone, and every budget, however they choose to move.”

The new activewear launch is being supported by a global campaign built around the tagline ‘Every Move Counts’. Rita Ora and UK musician and entrepreneur Krept front the campaign, showcasing both high performance training pieces and relaxed, lifestyle looks.