Target adds new activewear line, replacing C9 by Champion

All in Motion was announced on Thursday.
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There's a big change coming in Target's apparel department, with a new activewear brand set to launch next week, and another on the way out.

The Minneapolis retailer on Thursday announced that it would be replacing the long-running C9 by Champion brand with a new brand called All in Motion.

Unlike C9 by Champion, which is developed by Hanesbrands, All in Motion is the latest label created by Target's team of in-house designers.

The retailer had announced in summer 2018 that it would not be renewing its contract with Hanesbrands, which expires early this year.

All in Motion will launch on Target.com on Jan. 17, and will appear in stores the following week.

While the brand will create gear for the men's, women's and children's departments, it's clear by its announcement that its main focus is on women's, noting that the label will offer "everything from sports bras and leggings to hand weights and yoga mats."

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There is an emphasis on the label being "size-inclusive," incorporating all body shapes, with the brand launching at a time when New Year fitness drivers are in full swing.

"After listening to and sweating alongside more than 15,000 men, women and kids across the country, one thing became abundantly clear to us: guests are seeking quality activewear and sporting goods that they trust will perform—at an affordable price," said Jill Sando, Target senior vice president and general merchandise manager.

"That’s why we designed our newest owned brand, All in Motion, for the entire family and for all stages of their fitness journey."

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