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Viral Activewear Brand Blogilates Launches Exclusively at Target

sam nelson
Target Blogilates 'Viral Designs' Stanchion Sign

What's new: Fitness influencer Cassey Ho began selling her Blogilates apparel brand exclusively at Target on Dec. 28.

What we saw: Blogilates hoodies, jumpsuits, ballerina skorts and accessories including backpacks and weights are sold in Target on display fixtures in the apparel department. Stanchion signs depicting Ho boast that the collection is “made to help you look, feel and perform your best.” The 80-piece collection ranges in price from $9.99 for a three-pack of resistance bands to a $40 ballerina active dress.

Supporting activity: Target spotlighted the launch with a Dec. 28 email linking to a brand page within Target.com. Blogilates further promoted the collection in a post on the brand’s blog and activity across TikTok, Instagram and Facebook. Ho hosted a workout class at an immersive wellness event in New York where influencers were gifted monogrammed Blogilates backpacks. The event also featured a salon from Target exclusive haircare brand Blake Brown that offered blowouts and scalp analysis.

More context: The Blogilates launch was part of Target’s larger focus on health and fitness for the new year. The retailer added 2,000 new SKUs to its assortment, more than 600 of which were exclusives. A home page display ad encouraging consumers to “plan your 2025 wellness goals” links to a “routine refresh” showcase spotlighting Blogilates along with other new products. Target’s activewear private label All in Motion received the spotlight for the second year in a row along with the second annual Stanley New Year New You collection, which launched on Dec. 15.

"We understand that wellness is deeply personal, and it spans many different aspects of people's lives, so at Target our approach to wellness reaches into every category of our assortment," Rick Gomez, Target executive vice president and chief commercial officer, said in a statement. "Across beauty, personal care, tech, food, beverage, nutrition and more, we're adding exciting new products to make it easier for people to find everything they need at prices that allow them to take care of themselves and their families without having to spend a lot of money."

Other category news: The showcase and a home page display ad promote the Peloton Apparel line that launched on the third-party Target Plus digital marketplace Jan. 17. The line spans 150 SKUs including $10 yoga straps, $88 hoodies and $145 cycling shoes. Peloton first began selling its apparel through Nordstrom’s ecommerce marketplace in November as a way to grow its audience.

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  • About Field Reports

    P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers. 

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