Walmart Elevates New Activewear & Swim Brand by Michelle Smith and Stacey Griffith
Walmart | April 29,2022
As Walmart continues to be established as a destination for fashion, they remain laser focused on expanding Walmart’s assortment of quality, on-trend apparel and accessories at an incredible value. That includes strategic collaborations with designers and influencers to bring new collections to Walmart's portfolio of exclusive, elevated brands. Their fresh perspectives are resonating with Walmart's customers, and they love hearing all the wonderful feedback.
Since the pandemic started, activewear has been a high growth category and an important one for Walmart's customers. In fact, The NPD Group reported that activewear was up 37% in 2021. It was only natural for activewear to be the next step in expanding their elevated brands portfolio, and are doing it with a bold, exciting brand that fills a white space for high-quality, high-performance activewear and swim without the high price tag.
Enter Love & Sports, Walmart's new exclusive, elevated activewear and swim brand created in partnership with renowned fashion designer Michelle Smith and superstar indoor cycling instructor Stacey Griffith.
Love & Sports features vibrant, high-performance fabrics and details in a blend of fresh, fashion-forward gym to street styles and trims. At its core, it’s an energetic brand inspired by bold, iconic, vintage athletic style that optimizes comfort and durability. And today, the activewear collection is available at Walmart.com and is starting to roll out to 1,500 Walmart stores now. Swim will start arriving in the coming days. Collections will drop seasonally, with new additions like footwear and accessories arriving this fall.
The inaugural collection features 121 women’s activewear and swim items, priced between $12 and $42. Bold and bright colors are the hallmark of the brand, with standout neon colors across retro running shorts, cropped logo sweatshirts, lightweight nylon jackets and assorted one- and two-piece swimsuits.
Along with its infinite wearability, the entire Love & Sports collection is universally flattering and available in sizes XS-XXXL for activewear and XS – XXL for swimwear.
Walmart can’t wait for customers to see and try out the new line. 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.