Primark’s biggest ever activewear launch proves premium fabrics, fit and style can be affordable and accessible to everyone

• Launching worldwide in stores from January 5th and with prices starting from $4.50 for accessories and $7 for activewear, this is activewear designed for real people with real budgets who want to look and feel great for less.

Primark is stepping up its style and performance credentials with the launch of its biggest-ever activewear range, designed to take you seamlessly from workouts to everyday life. Think Pilates, coffee – and school - runs and everything in between, all without the premium price tag.

Launching this week across women’s, men’s and kidswear, the new 240-piece collection is Primark’s most advanced activewear offer to date, combining fresh styles with innovative new fabrics across leggings, tops, hoodies, running layers and more. For the first time, the range also expands into lifestyle pieces, accessories and beauty, making Primark a true one-stop shop. Performance Beauty, a range of skincare, SPF and recovery products designed to support movement before, during and after workouts – reinforcing the idea that activewear is about how you live, not just how you train.

Available in all Primark stores across 18 countries, the collection cements activewear as an everyday fashion essential – not just for the gym.

Premium feel and fit, Primark prices

Activewear is already Primark’s fastest-growing category, with sales nearly doubling over the past year. This launch signals a step up in investment from Primark into this category and shows how innovation at scale can make premium activewear fabrics accessible to millions. The range will be available all year round in all markets.

The collection introduces four new technical fabrications, each designed to support different types of movement:

• Seamfree for a smooth, second-skin feel

• Buttery Soft™ allowing for freedom of movement

• Smooth Support designed for training

• Body(sculpt) taking you through your sweatiest of workouts

Together, they form Primark’s most technical range yet – high performance for low prices for everyone. To help customers find their perfect fit, Primark is continuing to roll out its elevated Performance areas across its stores with 5 new dedicated spaces in the US, designed to bring the range to life in-store.

Luxe leggings for less

Leggings sit at the heart of the collection. The new range builds on this with multiple fits and fabric options designed for everything from high-intensity training to everyday wear, with prices starting from $15.

Steve Lawton, Chief Product Officer at Primark, commented:

“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.”

Rita Ora returns – with a Pilates-inspired twist

For the first time, Rita Ora brings an activewear focus to her Primark presents Rita Ora collaboration, launching a new capsule inspired by her love of Pilates. This edit blends performance details with fashion-forward silhouettes, designed to look just as good out of the studio as in it.

Major Finds, everyday wins

Great value runs throughout the collection, including Primark’s latest Major Find: a buttery-soft palazzo trouser and long-sleeved cut-out top co-ord for just $22, while stocks last.

The campaign

The launch is supported by a global campaign built around the tagline Every Move Counts, celebrating the joy of everyday movement. Rita Ora and UK musician and entrepreneur Krept front the campaign, showcasing both high-performance training pieces and relaxed, lifestyle looks.

Every Move Counts Primark Studio experience in NYC

Shoppers based in the New York City area can experience the activewear collection first-hand at Primark’s Studio Space. In addition to browsing the collection, visitors can build their own skincare routine and take-home full-sized Primark Beauty products, moisturize up and zen out with complimentary hand hydration massages and enjoy matcha lattes, fresh-pressed juices and energy bites:

• When: Saturday & Sunday, 1/24 – 1/25 and 1/31 – 2/1

• 11am-5pm

• Where: Primark Studio, 55 Great Jones Street, New York, NY

To help shoppers find what they're looking for, Primark's website allows customers to browse its product offerings and check which products are available in their local store. To check it out, please visit: www.primark.com. Shoppers can also sign up here to get email updates on Primark's latest product drops, style inspiration, store opening dates, and more.