Primark has launched a new sub-label, Primark Form, which builds upon its current activewear offering.
It aims to challenge the perception that high performance and stylish activewear costs more. The first collection to launch under the Primark Form brand will be Primark’s autumn/winter collection.
To support the launch, the retailer has unveiled an integrated marketing campaign, which will run across TV, video-on-demand, audio, out-of-home, in-store and digital.
It’s ‘Smooth Support’ range uses breathable, sweat-wicking fabric and four-way stretch and is designed for activities such as yoga and Pilates. Its running collection features shower-resistant finishes, hidden support features and reflective detailing.
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Chief product officer, Steve Lawton said: “Primark Form is all about showing people that you don’t need to pay more to get great looking, fitting and functional activewear. Whether you’re training for a personal best, heading to a favourite class or simply finding more ways to move throughout the week, you shouldn’t have to choose between quality, performance and value.
“We’ve combined thoughtful design, technical fabrics and performance-led features with the great prices Primark is known for, creating a range that helps more people access activewear they can genuinely feel good in. Primark Form is designed to give you the comfort and confidence to move your way.”
Key pieces include a Thermolite padded jacket and gilet, as well as Airdinamics seam free t-shirts.
The new range will be available across all markets. Consumers can purchase it in-stores or via Click and Collect in app or online in Great Britain.
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