What: Target’s All in Motion private label achieved the company’s goal over the first year.

Why it is important: Athelisure is still outperforming.

A year after Target launched All in Motion private label to compete with athletic powerhouses, the activewear label achieved the company's goal of generating USD 1 billion in its first year.

All in Motion is the 10th Target’s private label. It was developed in-house, with an eye toward sustainability, quality and inclusivity. And consistent with the “more for less” Target mantra, many of the core workout items are about 75% less than comparable Athleta and Lululemon offerings.

When All in Motion was launched, Target’s design team sweated alongside over 15 000 consumers of all age to learn what they liked and disliked about their gear. It’s this kind of dedication and customer insight that has been responsible for their success with private labels.

All In Motion Becomes Target’s Tenth Billion Dollar House-Brand

Target's activewear brand generates $1B in first year