George at Asda has launched its new activewear brand, Gym Locker, across 50 stores following a successful online trial in autumn 2024.
The popular supermarket fashion brand described the range as “an affordable answer to high quality, contemporary athleisure” for both women and men, featuring cream, mauve, and muted grey “timeless pieces that are designed to be worn both in and out of the gym”.
Prices range from £7 for quick-dry sportwear tops to £30 for quarter-zip running jackets.
The collection is now be available in 50 stores and through its website with further drops planned for later in the year.
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A spokesperson for George at Asda said: “Since we rolled out the online trial of Gym Locker last autumn, we have seen an unprecedented uplift from our customers seeking out and buying into sportswear.
“From the rise of everyday athleisure to high-performing products which will support and elevate their exercise routines, our customers have shown us that they’re on the lookout for products which look great, perform, whilst not breaking the bank.”
George at Asda’s new launch comes as Primark launched its biggest-ever athletic performance collection this week, marking a major expansion of its athleisure offering for 2025.
The retailer‘s new range includes over 150 products across menswear, womenswear, kidswear, and accessories, featuring innovations like four-way stretch, sweat-wicking, and breathable fabrics.
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