Popsugar releases first fitness equipment line at Target

Dive Brief:

Continuing its experimentation with retail, Popsugar Fitness will release its first fitness equipment collection in Target at the end of December, the company announced on Wednesday.
Inspired by the company's Class FitSugar franchise, the collection features 17 items, including yoga mats, dumbbells, kettlebells and jump ropes, the company said.
In 2020, thanks in part to the pandemic, Popsugar Fitness' YouTube page gained more than three million new subscribers, per the announcement.

Dive Insight:

Popsugar's fitness collection debut deepens its relationship with Target. The platform previously collaborated with Target to release a Disney Princess collection of pillows, candles and other home goods.

Target has been expanding its fitness product selection, including with its All in Motion activewear line, which launched at the beginning of 2020 and brought in $1 billion in sales in its first year.

"For over a decade we've helped millions of people keep their bodies moving and getting stronger, and Popsugar's new fitness equipment line marks our latest brand expansion in the retail space," Popsugar co-founder Lisa Sugar said in a statement. "We take a data-driven approach to all of our brand licensing programs, and these products were inspired by our top performing fitness and wellness content. Together, our digital editorial content and equipment line underscore Popsugar's ultimate goal of bettering our audiences' lives by providing real utility along their fitness and wellness journey."

Besides its latest collaborations with Target, Popsugar has worked with multiple retailers and experimented with its own pop-up shop to reach customers. In 2018, the company teamed up with Kohl's to launch an apparel collection including dresses, skirts, tops, and bottoms ranging from 0 to 24 in size. Two years later, it tapped Old Navy to create a comfortable tween clothing collection for kids aged 10 to 13 to wear during the coronavirus pandemic. In 2019, Popsugar showcased e.l.f. Cosmetics, Nature's Way, Athleta and other brands within its Sugar Chalet pop-up shop in New York.