Kmart gets help from Biggest Loser star

Fitness guru Jillian Michaels and Kmart this month plan to launch a new line of performance activewear branded as Impact by Jillian Michaels as part of Kmart's strategy to expand and strengthen health and wellness offerings.

The product line will be available online beginning August 10 for Kmart’s Shopyourway.com members and in stores on August 17 with prices ranging from $10.99 to $36.99. The line of apparel and accessories encompasses categories such as core training, running, yoga and lifestyle.

Kmart said it relationship with Michaels, a fitness celebrity who gained notoriety as host of the television show The Biggest Loser, would combine a compelling performance brand with a highly engaging shopping experience. Through shopyourway.com, members will have exclusive access to content from Michaels that is designed to inspire them to achieve healthy lifestyle goals and potential. Members will also be able to purchase the collection through the integrated retail platform that enables them to receive brand updates, create their own catalogs to shop and share and enter sweepstakes.

"We are thrilled to collaborate with Jillian, one of the foremost authorities in wellness and fitness," said Diane Vaccaro, chief marketing officer for Kmart Apparel. "Jillian has infused her personal style and enthusiasm for empowering women into the collection, allowing us to offer true performance and style at an affordable price. We believe her engagement across our Shop Your Way platform will resonate authentically with our members."

The new line will feature key technical attributes integral to activewear, including moisture-wicking and quick-drying properties, flat-lock stitching, reflective details and quality fabric blends for enhanced comfort and breathability, according to Kmart. The line will also be infused with fashion and design elements that include fitted silhouettes, lightweight fabrics and pops of color and pattern.

"I wanted to create an athletic apparel line for Kmart that not only performed well, but looked great, too," Michaels said. "I drew inspiration from every fitness category and trend out there, so no matter who you are and what you're doing, you will feel empowered while wearing the collection."

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