PSK Collective is starting to play with Kohl’s.
The activewear brand, started by World Rugby Hall of Famer Phaidra Knight, is launching the PSK Collective today on kohls.com.
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Earlier this year PSK Collective launched at walmart.com. The brand’s expansion to kohls.com comes as the activewear market continues to boom — even as vaccines roll out and many people make plans to return to their in-person work settings. Consumers seem set on staying comfortable. In fact, the global activewear market is expected to be worth nearly $547 billion by 2024, according to Allied Market Research.
That could be why there are so many players in the game. Seemingly everyone — from Target Corp. to American Eagle Outfitters Inc.’s Aerie to Madewell and Gwyneth Paltrow teaming up with designer Proenza Schouler for Goop’s athletic line — has gotten into the game. Some shortly before the pandemic, others during.
There are also sportswear giants like Nike Inc., Adidas AG and Under Armour Inc., along with smaller activewear brands, such as Urban Outfitters Inc.’s FP Movement by Free People, Gap Inc.’s Athleta and Fabletics, all of which have no shortage of fans. Even Rihanna is looking to compete.
So is Kohl’s. In March, the retailer launched a new private-label athleisure line called FLX.
“The introduction of PSK Collective is another example of our continued work to grow our active business and build on our vision to become the destination for the active and casual lifestyle for the entire family,” said Doug Howe, Kohl’s chief merchandising officer. “As Kohl’s continues to focus on elevating its active and casual brand portfolio to meet the growing casualization trend, we are excited to add PSK Collective to our athleisure offerings. PSK Collective not only offers a unique collection of activewear that blends streetwear with sportswear, but its mission to empower young women athletes through inclusive sizes and styles will resonate with our current customers and will attract new, younger customers to Kohl’s.”
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