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How Target could rival Nike and Adidas with its new athletic brand

January 9, 2020

Target has big ambitions in the athletic space. The chain today announced the launch of All in Motion, a private-label athletic and sporting goods brand — and it says the label could do $1 billion in sales in its first year.

The size-inclusive brand launches this month with men’s, women’s and children’s apparel, as well as gear including yoga mats and hand weights. Products roll out on Target.com Jan. 17 and will be available in stores by Jan. 24. There are no shoes for now. Read more on Footwear News