Walmart and Deutsch LA Craft a Sporty New Fashion Line
Walmart keeps getting more fashionable all the time. And sporty!
For its latest offering, the retail giant and Deutsch LA partnered with clothing designer Michelle Smith (who founded Milly) and SoulCycle star Stacey Griffith to create a women's activewear and swim brand available across 1,500 stores.
Dubbed "Love & Sports," the collection boasts 120 colorful pieces—including running and bike shorts, cropped sweatshirts, jackets and leggings, plus one- and two-piece swimsuits—in sizes XS to XXL.
Celebrity couple Smith and Griffith discuss the launch below, stressing the joy of movement and self-expression in sports and fitness, an approach refined in recent years by Nike, among others.
From a brand perspective, body positivity and inclusiveness come to the fore—with an appealing aesthetic twist—as Walmart seeks to expand in a category that's risen 35 percent to $71 million in the past two years, per NPD Group.
"People are getting back out now after the pandemic, and we think they're looking for the comfort of activewear that can be worn at street level," says Denise Incandela, Walmart EVP, apparel division and private brands.
It's a crowded field, with competitors ranging from Nike and Lululemon to Target. But Walmart believes a low price point will help it break away from the pack.
"Love & Sports fills a white space for stylish, high-performance activewear at prices that are accessible," Smith and Griffith say in a statement. "Our high-performance items are all between $12 and $42 and feature elevated details like metal logo zippers and reflective taping and trim. We built this brand to be optimistic and stand out, with high-energy colors and neons in a vintage, bold aesthetic that make you look and feel great."
Love & Sports will lean into social to gain traction, leveraging TikTok, Instagram and shoppable IG to spread the word.
"We believe social commerce should have a major role in modern fashion launches," says Deutsch LA EVP, connections strategy Bennie Reed. "From a business standpoint, these platforms are rapidly advancing their shopping and checkout capabilities, which only strengthens the reason to create a presence and have direct relationships with consumers in these spaces."
Other Walmart fashion excursions include Sofia Jeans (launched with actress Sofia Vegara), Eloquii Elements, Scoop and Free Assembly.
Love & Sports already plans a line extension, and a special-edition Pride collection will drop in the fall.
