Walmart has launched Love & Sports, an exclusive activewear and swim brand created as part of the retailer’s partnership with fashion designer Michelle Smith and indoor cycling instructor Stacey Griffith, according to a company announcement Friday (April 29).
The rollout includes 121 women’s activewear and swim items — comprising “retro running shorts, cropped logo sweatshirts, lightweight nylon jackets and assorted one- and two-piece swimsuits” — in neon colors and ranging in price from $12 to $42, the announcement stated.
“As we continue to establish Walmart as a destination for fashion, we remain laser-focused on expanding Walmart’s assortment of quality, on-trend apparel and accessories at an incredible value,” wrote Denise Incandela, executive vice president of apparel and private brands for Walmart U.S., in the announcement. “That includes strategic collaborations with designers and influencers to bring new collections to our portfolio of exclusive, elevated brands. Their fresh perspectives are resonating with our customers, and we love hearing all the wonderful feedback.”
The Love & Sports collection is available in sizes XS to XXXL for activewear and XS to XXL for swimwear. The activewear line is available on Walmart.com and will be in 1,500 stores, while the swimwear is coming to the stores and online in the next several days. Seasonal updates will include shoes and accessories in the fall, according to the announcement.
“We can’t wait for customers to see and try out the new line,” wrote Incandela. “Michelle and Stacey collaborated on the development process from start to finish, thoughtfully creating every design around the performance level of an athlete and the emerging fashion trends and colorways in fitness, streetwear and swim.
“The entire collection features elevated details, like moisture-wicking fabrics, plenty of pockets, reflective taping, metal zippers with logos and waistbands that can be rolled down to transition from the current trend of high-waisted bottoms to a trend-forward low-waisted look.”
Earlier this week, Walmart added a new outdoor furniture line backed by HGTV home remodeling designer duo Dave and Jenny Marrs. The collection for Walmart will encompass a porch swing and dining table from the couple. Walmart also plans to add indoor furniture.
Read more: Walmart Turns to HGTV Stars to Upgrade Its Outdoor Furnishings Lineup
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