Primark is expanding into performance apparel with the launch of Primark Form, a new activewear sub-brand spanning womenswear, menswear and kidswear, the fast-fashion retailer said on Monday.
The autumn/winter collection is the first to carry the Form name and builds on what Primark has described as its biggest-ever activewear range, launched earlier this year. The line will be available year-round across all of Primark’s markets, positioning activewear as a permanent fixture of the retailer’s offering rather than a seasonal category.
The launch comes as activewear cements its place as everyday clothing rather than gym-only kit. Citing new research, Primark said 63% of Britons now wear sports apparel outside dedicated workouts, while 78% said high prices stop them buying the activewear they want. The retailer is positioning Form to close that gap, pairing performance fabrics and technical features with its typically low price points, a strategy it has used across other categories to compete with both fast-fashion rivals and dedicated sportswear chains.
The range is built around four fabric platforms. Smooth Support offers breathable, sweat-wicking, four-way-stretch fabric designed for training sessions. Buttery Soft targets low-impact activities such as yoga and pilates with a softer handfeel. A dedicated Running collection includes shower-resistant finishes, hidden support features and reflective detailing, while Seam Free is aimed at smooth, second-skin comfort for everyday wear.
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Entry pricing starts as low as 3.50 pounds for kidswear pieces, with womenswear items such as a Seam Free crop top priced at 5 pounds and shorts at 8 pounds. Men’s AIRDINAMICS quick-dry tees range from 4 to 25 pounds, while kidswear tracksuits and leggings top out at 20 pounds.
Primark said select pieces, including a running vest, running shorts and Smooth Support leggings, have received Women’s Health accreditation, a third-party endorsement uncommon among value-focused apparel retailers and one the company is using to lend credibility to the range’s performance claims.
Steve Lawton, Primark’s chief product officer, said the brand aims to show that quality, performance and value do not need to be mutually exclusive, adding that the range is designed to give shoppers “the comfort and confidence to move your way.”
The launch is backed by a fully integrated marketing campaign running across television, video-on-demand, audio, out-of-home, in-store and digital channels in the UK. The collection is available in stores from Monday and through Click & Collect in Great Britain, both in-app and online.
Primark, owned by Associated British Foods, has been broadening its performance-wear and non-clothing offerings as it competes with online fast-fashion players and sportswear specialists for a larger share of consumers’ apparel budgets.