‘Unstoppable You’:
Successfully investing in performance wear

From the 2025 Annual Report

The global athleisure market has grown significantly in recent years, fuelled by consumer demand for comfort and reliability, along with an ever-growing interest in outdoor activities. 

Recognising a demand for high-quality, stylish and affordable performance wear that can be worn all year round, Primark doubled its investment in the performance category between 2023 and 2024.

In January 2025, we relaunched the entire performance range with a new and refreshed brand identity. We launched our largest ever product collection, featuring new fabrications and an in-store concept that showcases the range in a new way in selected stores, with dedicated spaces spanning approximately 1,000 sq ft of store space and including lifestyle images and display panels on walls, health and fitness props and gym flooring.

We supported it through ‘Unstoppable You’, a digital and in-store campaign featuring ambassadors sharing inspirational stories of how through sport and fitness they have overcome challenges to be their best.

Across our markets, the success of the launch contributed to total year-on-year sales growth of 12% in performance and leisurewear. New fabrications such as buttery soft fabric have proved popular among customers. Stores using the new in-store concept saw 40% higher sales in the category than those without.

The customer demand and the opportunity for Primark in the performance and leisure space extends beyond our new performance collection. Meanwhile our leisure ranges including t-shirts, sweatshirts and leggings continue to drive strong sales across adults and kids, up 4% on last year.

The future looks positive for Primark’s performance category as we continue our investment to launch more new collections and roll them out in stores.