Walmart launches new Love & Sports activewear brand in collaboration with fashion designer and fitness superstar

Walmart unveiled its newest activewear brand line called “Love & Sports.” The project is a collaboration with renowned fashion designer Michelle Smith and superstar fitness instructor Stacey Griffith.

According to CNBC, Smith, and Griffith have been preparing the apparel line for a long time and have been testing out and choosing the right fabrics in the last two years. They have tried dozens of fabrics and made samples of leggings and sports bras out of the textiles before finalizing which ones to use.

The pair made sure that the fabrics will be comfortable not only during workouts but even when simply lounging at home. Love & Sports will offer various activewear for workouts and swimming and exclusively debuted with Walmart.

The brand also officially arrived on the retailer’s website last Friday, and shoppers will soon see the products at Walmart’s 1,500 stores across the country. Walmart US’ executive vice president of apparel and private brands, Denise Incandela, shared that they were drawn to Love & Sports’ bold colors and unique designs, and joining forces with Smith and Griffith just created an opportunity for Walmart to stand out in a category where the items are usually expensive.

“We 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,” Incandela further said in a press release.

She added, “This partnership with an incredible design talent like Michelle and fitness powerhouse like Stacey is unlike anything we have done before, and we are introducing it at the perfect time when people are getting back out now after the pandemic, and we think they are looking for the comfort of activewear that can be worn at street level.”

Meanwhile, it was mentioned that while Walmart has been teaming up with fashion brands and designers to expand its offering to shoppers, the company still gets the majority of its annual revenue from its main business that is long known for as well - the grocery chain. Still, it is earning a good amount from sales of apparel and other general merchandise, including electronics and home decors.