Supermarket Fashion Brand Expands into Athleisure Market

  • George at Asda launches new activewear line Gym Locker
  • Collection available in 50 stores and online
  • Affordable athleisure for women and men
  • Inspired by everyday wear and high-performing products
  • Prices range from £7 to £30

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 sportswear tops to £30 for quarter-zip running jackets. The collection is now available in 50 stores and through its website with further drops planned for later in the year. 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.’

Factuality Level: 8
Factuality Justification: The article provides accurate information about George at Asda’s new activewear brand launch, its pricing range, and the expansion of athleisure offerings in the market. It also mentions Primark’s athletic performance collection and Tesco and Sainsbury’s winning Christmas according to Kantar. However, it contains some minor repetitive information and a brief mention of unrelated news about Tesco and Sainsbury’s.
Noise Level: 3
Noise Justification: The article provides information about a new activewear brand launch from George at Asda and mentions the expansion of athleisure offerings from other retailers like Primark. It does not contain irrelevant or misleading information, but it is mostly focused on product launches and promotional news rather than providing in-depth analysis or actionable insights.
Financial Relevance: Yes
Financial Markets Impacted: No
Financial Rating Justification: The article discusses the launch of a new activewear brand by George at Asda and Primark’s expansion into athleisure, which could impact sales in the fashion industry. However, there is no direct mention of financial markets or specific companies being affected.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: No extreme event found in the text and no major events happened in the last 48 hours.

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