Target’s New All in Motion Brand Celebrates the Joy of Movement for Everybody

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five women wearing athletic apparel

Target is unveiling a new store-owned brand to help you reach your fitness goals!

Target is kicking off the new year with a new line of activewear and sporting goods designed to help everyone celebrate the joy of movement. The new Target-owned brand, called All in Motion, was designed with a commitment to quality, sustainability, and inclusivity. All in Motion is rumored to be replacing Target’s popular C9 Champion brand of athletic apparel, but there’s no official word from the company on this yet.


collage of All in Motion

Here’s what Jill Sando, Target senior vice president and general merchandise manager, had this to say about the new All in Motion collection:

“After listening to and sweating alongside more than 15,000 men, women and kids across the country, one thing became abundantly clear to us: guests are seeking quality activewear and sporting goods that they trust will perform—at an affordable price. That’s why we designed our newest owned brand, All in Motion, for the entire family and for all stages of their fitness journey.”


three kids wearing athletic apparel

All in Motion will include a size-inclusive assortment of clothing that was designed to look good and to feel even better. Apparel will be made with quality, durable fabrics, and sustainably-sourced materials, and come in sizes that range from XS-4X for women, S-3X for men and XS-XXL for kids. In stores, mannequins in sizes 4, 10 and 16 will display All in Motion clothing, and models of all shapes and sizes are already showcasing the brand on Target.com.


2 large exercise balls and 1 medicine ball

Target’s All in Motion collection will include everything from sports bras and leggings to hand weights and yoga mats, all at Target prices ranging from $3.99 to $69.99. The majority of items from this line will be priced under $40. Guests can shop All in Motion on Target.com starting January 17th and in all Target stores by January 24th.

Hip Tip: This collection is available to preview online right now. Start saving your favorites by clicking the heart icon next to the items you want to save. When the collection goes live on January 17th, you’ll be able to quickly add your favorites to your cart for easy checkout!


Check our Target store page for all the latest deals!

Join The Discussion

Comments 7

  1. Patrice

    I was in my Target Friday and an employee said this was replacing the C9 and that the C9 would be on sale and gradually marked down until all sold.

  2. Amye

    Our target has all c9 50% off with signage saying a new brand is coming
    I am SO stinking excited for plus size sports bras! They are near impossible to find and it looks like they have a lot of options

  3. Allison

    I was in Target today and everything Champion was on sale 50% or on clearance, so I’d say that rumor is true.

  4. kathidawn

    As a Target employee who works in style I can confirm that this new brand is replacing C9. We have been told that we can inform guests of this. Our store has already starting setting some of the new brand out as the old disappears. The quality is very comparable to C9.

    • Crystal

      Hello fellow target employee 🎯😊 I second that, several displays are already set at my store in NC as well.

  5. chantelrebecca1

    Anyone else find it funny that they call the brand inclusive yet show all the heavier women sitting around having a cuddle fest in their workout clothes while skinny people are pictured actually working out in them? Hey Target just FYI I am on the cusp of plus sized and when I am at the gym I smoke the skinny girls on both speed and distance when running. Fitness and working out isn’t just for thin people. I wanna see how well your new bras will hold the girls in place when someone like me is working hard!

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