# Affordable Activewear Brands Walmart Launches Its New Activewear Label, Love & Sports By Niko Pajkovic | Published 2022-04-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/love-sports References: [footwearnews](https://footwearnews.com/2022/business/athletic-outdoor/walmart-activewear-swim-collection-private-label-1203280809/) & [businessoffashion](https://www.businessoffashion.com/articles/topics/walmart-launches-love-sports-a-new-activewear-brand/) American retail giant [Walmart](https://www.trendhunter.com/trends/monica-and-andy) has teamed up with designer Michelle Smith and cyclist Stacey Griffith to launch [Love & Sports](https://www.trendhunter.com/trends/be-love-power-restore), an all-new activewear label that will be rolled out at 1,500 Walmart locations nationwide. The brand will deliver a wide range of pieces geared towards physical activity, including sweat-wicking shirts, shorts, and tights, as well as a variety of swim gear. According to Walmart, the decision to bridge into the [activewear space](https://www.trendhunter.com/trends/activewear-essentials) came as a response to the pandemic, which resulted in many consumers turning to fitness as a means of stress relief. “It was only natural for activewear to be the next step in expanding our elevated brands portfolio, and we’re doing it with a bold, exciting brand that fills a white space for high-quality, high-performance activewear and swim without the high price tag," said Denise Incandela, Walmart’s EVP of apparel and private brands. Image Credit: Walmart ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 90% | Activity: 86% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### Why This Trend Is Growing - **Affordable Activewear:** The launch of Walmart's Love & Sports activewear brand offers a disruptive innovation opportunity for retailers to expand their elevated brands portfolio with an affordable activewear line to meet the rising demand for functional, stylish and budget-friendly fitness clothes. - **Premium Activewear for Low Price:** The Love & Sports activewear line with high-quality and high-performance features at an affordable price point offers a disruptive innovation opportunity for the fitness industry to break down the affordability barrier and bring inclusivity in the market with premium-quality activewear. - **Functional & Stylish Swimwear:** The Love & Sports brand's all-inclusive range of swim gear with functional and stylish features bag an opportunity for the swimwear industry to create innovative, versatile, and cost-effective designs to meet changing consumer preferences. ### Industries Being Reshaped - **Retail Industry:** Walmart's entry into the activewear space with the launch of Love & Sports offers a disruptive innovation opportunity for retailers to tap the growing demand for budget-friendly, comfortable, and functional activewear. - **Fitness Apparel Industry:** The Love & Sports activewear label's affordable, high-quality clothing range presents disruptive innovation possibilities for the fitness apparel industry to incorporate sustainable and performance-enhancing features and align with consumers' changing preferences. - **Swimwear Industry:** The Love & Sports brand's designer swimwear line consisting of functional and fashionable swimsuits offers a disruptive innovation opportunity for the swimwear industry to develop affordable, versatile, and eco-friendly designs that cater to a wider audience. ## Related on Trend Hunter - [Contemporary Athleisure Brands](https://www.trendhunter.com/trends/staud-sport-1.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Performance-Focused Athleisure Wear](https://www.trendhunter.com/trends/dicks-sporting-goods-1.md) - [High-Performance Workout Apparel](https://www.trendhunter.com/trends/athleta-2.md) - [Supportive Activewear Silhouettes](https://www.trendhunter.com/trends/joe-fresh-1.md) - [Indian Athleisure Lines](https://www.trendhunter.com/trends/superdry.md) - [Athleisure Line Launches](https://www.trendhunter.com/trends/performance-in-the-city.md) - [Sportswear Retailer Partnerships](https://www.trendhunter.com/trends/target-and-champion.md) - [Dynamic Athleisure Apparel](https://www.trendhunter.com/trends/victorias-secret-relaunched.md)