Fashion.at

9 January 2025

Primark Launches Performance Collection with Stars from Sports and Media


The Austrian fashion scene kicks off the new year with some notable retail announcements for a fresh and optimistic look into 2025. One of the retailers is the Austrian division of Primark. The international fashion retailer, founded in Dublin in 1969, now operates over 450 stores across 17 countries in Europe and the USA. This week, Primark unveiled its largest-ever performance collection, emphasizing innovation, functionality, and accessibility.

The launch was celebrated through a dynamic campaign featuring prominent personalities from sports, media, and fitness, each embodying the collection's spirit of versatility and determination. The campaign's star-studded lineup includes:

  • Abbie Wood: Elite swimmer and Olympic finalist, symbolizing dedication and peak performance.
  • Aadam Hamed: Rising boxing star and son of legendary fighter Naseem Hamed, representing a new generation of athleticism.
  • Keegan Hirst: Rugby league player and inclusivity advocate, showcasing strength and perseverance.
  • Bryony Gordon: Acclaimed journalist, author, and mental health advocate, embodying authenticity and resilience.
  • Ashley Cain: Former footballer turned TV personality and endurance athlete, inspiring through his journey of perseverance.
  • Courtney Black: Celebrated fitness trainer and social media influencer, highlighting the collection's practicality for everyday workouts.

The performance line caters to women, men, and children, blending fashion-forward designs with functional features at accessible price points:

  • For women: Seamless sports bras, yoga leggings, running jackets, athleisure tracksuits, and more.
  • For men: Structured tracksuits, reflective co-ords, water-repellent jackets, rest-day t-shirts, and sweatpants.
  • For children: Waterproof tracksuits, fleece jackets, leggings, yoga shorts, and t-shirts designed for active lifestyles.

The range also includes an array of accessories such as workout towels and both wired and wireless headphones, ensuring that customers are fully equipped for their fitness journeys. This affordable and thoughtfully designed collection was launched internationally on January 1, 2025. Primark's new performance collection reflects a broader commitment to making activewear accessible to diverse lifestyles, blending style, function, and value in a way that resonates with modern consumers. With its optimistic and forward-thinking approach, the brand sets a confident tone for 2025, inspiring customers to embrace movement and wellness as a cornerstone of their lives.

The image is a collage of campaign pictures for the Primark Performance Wear, launched January 1, 2025.

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