An already crowded activewear market is about to be disrupted further with high-street big-hitter Primark making further inroads into sector in a seriously big way.

The retailer is expanding on its existing position in activewear and its new collection launched this week is vast (240-piece). The range is cheap, highlighting affordability alongside accessibility, but it comes with “premium performance fabrics”. As an added layer, it also includes a dedicated beauty range.

The launch is being supported by a global campaign built around the tagline ‘Every Move Counts’, “celebrating the joy of everyday movement” and is being fronted by its long-standing collaborator, musician Rita Ora, and fellow musician Krept, “showcasing both high-performance training pieces and relaxed, lifestyle looks.

Having just launched in stores and via Click & Collect this week and with its its own dedicated areas in 72 stores UK-wide, the range features accessories starting at £2.50 and £4.50 for activewear “designed for real people with real budgets who want to look and feel great for less”.

It features women’s, men’s and kidswear, and becomes Primark’s biggest and most advanced activewear offer to date, “combining fresh styles with innovative new fabrics” across leggings, tops, hoodies, running layers and more.

It’s joined by Performance Beauty, a new range of skincare, SPF and recovery products “designed to support movement before, during and after workouts”.

The launch makes sense as activewear is already Primark’s “fastest-growing category, with sales nearly doubling over the past year”, it said. 

“This launch signals a step up in investment from Primark into this category and shows how innovation at scale can make premium activewear fabrics accessible to millions… in a range [that] will be available all year round”.

The collection introduces four new technical fabrications, each designed to support different types of movement: ‘Seamfree’ for a smooth, second-skin feel; ‘Buttery Soft’, allowing for freedom of movement; ‘Smooth Support’ designed for training; and ‘Body(sculpt)’, providing support through the toughest of workouts.

Leggings sit at the heart of the collection. After all, the retailer says it’s the number one high-street retailer for leggings by volume in the UK, selling more than 70 pairs every minute. So the new range builds on this with multiple fits and fabric options “designed for everything from high-intensity training to everyday wear”, with prices starting from £4.50.

Primark Chief product officer Steve Lawton said: “Our biggest and innovative activewear launch to date, this is truly what Primark does best. Just like we’ve done for decades with fashion, we’re democratising activewear by bringing the very best innovation and fabrication but pricing no-one out. Primark is built on the belief that you shouldn’t have to spend more to look and feel good – and activewear, which millions of our customers wear every day, is the perfect example.

He added: “With this collection, we’ve combined great style with the latest innovative fabric technology and made it possible at Primark prices. From the fit and feel to the colours and performance, these pieces stand up against options costing many times more. Whether you’re heading to the gym, the high street or just moving through everyday life, this range is for everyone, and every budget, however they choose to move.”