Target Set to Launch New ‘All in Motion’ Activewear Brand
Target's new All in Motion activewear collection. Photos courtesy of Target

Target Set to Launch New ‘All in Motion’ Activewear Brand

Featuring apparel for the whole family in extended sizes, the collection launches in late January.

New year, another new product line from Target—aptly timed to capitalize on all those resolutions to get into shape. The Minneapolis-based retailer today announced plans to launch a new activewear brand for the whole family called All in Motion. It will hit stores and the website later this month.

“We are ringing in the New Year with a new collection that celebrates the joy of movement,” Target senior vice president Jill Sando said in a statement. Sando is the retailer’s general merchandise manager overseeing apparel, accessories and home. Her team spent time “listening and sweating alongside more than 15,000 men, women and kids across the country” before designing the collection.

“One thing became abundantly clear to us: guests are seeking quality activewear and sporting goods that they trust will perform—at an affordable price. 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.”

All in Motion apparel includes key attributes designed to rival premium activewear, like wicking, odor control and UPF50+ protection, along with signature details such as secure zip pockets and thumbholes in sleeves. A majority of the items in the collection—which ranges from XS to 4X for women, S to 3X for men and XS to XXL for kids—incorporate sustainably sourced materials. Prices will range from $3.99 to $69.99 with most items under $40.

The launch of All in Motion comes as Target phases out its longstanding partnership with Champion—part of Target's overall strategy announced in 2018 to move toward desinging more of its own house brands. After 15 years, the exclusive C9 collection, which included apparel for the whole family, was not renewed and expires in early 2020. Target also launched the Joy Lab fashion activewear line for women in 2017.

All in Motion will be available on Target.com beginning Jan. 17 and in all Target stores on Friday, Jan. 24.