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Walmart Launches Love & Sports, a New Activewear Brand

The apparel giant is releasing the fitness label of SoulCycle master instructor Stacey Griffith and former Milly designer Michelle Smith.
Walmart's new activewear label is being designed by SoulCycle master instructor Stacey Griffith and former Milly designer Michelle Smith.
Walmart's new activewear label is being designed by SoulCycle master instructor Stacey Griffith and former Milly designer Michelle Smith. (Walmart)

Walmart is investing in fashion activewear, and is hoping a celebrity cycling instructor and a contemporary womenswear designer will cement its success.

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Further Reading

The Race to Develop the Best Sports Bra

Brands like Adidas and Gymshark are spending time, money and resources to update their sports bras, a product they see as crucial to winning over female customers.

Activewear’s Biggest Disruptors

Breaking into the $384 billion sports apparel market is no easy task, but fast-growing start-ups are stealing market share by creating specialised, fashion-forward products around underserved interests.

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