The new year is often the trigger for consumers wanting to improve their lives. So Primark‘s tapping into the timely positive vibe by launching its new performance range and campaign called ‘Unstoppable You’.

Although it’s a collection not for the faint-hearted (it’s accompanied by a hardcore message that “celebrates the grit and determination our customers bring to every moment of performance in their lives”), it’s also aimed at the more wannabe element on the fitness scale… “those who want to wear athleisure for everyday comfort”, Primark noted. 

The retailer also said the range is created to be “versatile, crafted for comfort, and helps you perform at your best, whilst looking your best”.

The collection features items including technical sports bras and sweat-wicking tops, soft leggings and joggers.

And Primark stresses the use of the latest product innovations including four-way stretch and breathable fabric, “offering quality and value, without a high price tag”. Prices start at £2.80 for accessories to £40 for outerwear across men’s women’s and kid’s..

For the accompanying campaign, Primark’s assembled seven stars/influencers. These include extreme ultra-athlete Ashley Cain; radio presenter and marathon world record holder Adele Roberts; influencer and ‘pocket PT’ fitness promoter Courtney Black; author, podcaster and mental health advocate Bryony Gordon; Olympic swimmer Abbie Wood; boxing rising star Aadam Hamed; and ex-pro rugby player and ‘The Gay Man’s Coach’ Keegan Hirst.

The inspiration ambassadors “have incredible personal journeys with regards to sports and fitness, overcoming adversity and obstacles, and embody the message that true performance is defined by spirit, not status”, the retailer said.