George at Asda has rolled out its new activewear brand, Gym Locker, to 50 stores following a successful online trial last autumn. The popular supermarket fashion label has introduced the line as “an affordable answer to high quality, contemporary athleisure” catering to both women and men.
The collection boasts cream, mauve, and muted grey “timeless pieces that are designed to be worn both in and out of the gym”. With prices starting at £7 for quick-dry sportswear tops and going up to £30 for quarter-zip running jackets, the range is set to appeal to budget-conscious fitness enthusiasts.
George at Asda’s latest venture, Gym Locker, is now available in select stores and online, with plans for additional releases later this year. A spokesperson for George at Asda commented: “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.”
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They added, “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.”
This launch coincides with Primark introducing its largest-ever athletic performance collection this week, signalling a significant expansion of its athleisure range for 2025.
The retailer’s fresh collection boasts over 150 products spanning menswear, womenswear, kidswear, and accessories, showcasing innovative features such as four-way stretch, sweat-wicking, and breathable fabrics.