Primark has unveiled its biggest and most innovative Performance Wear launch to date, teaming up with global pop icon Rita Ora and acclaimed British rapper Krept for the new Every Move Counts Collection.
Launching in-store nationwide and via Click + Collect on Tuesday 6 January 2026, the collection redefines affordable activewear, blending technical performance fabrics with everyday style — all at Primark’s signature price point.
A New Era of Affordable Performance Wear
Designed for movement in all its forms, the Every Move Counts Collection bridges the gap between gym-ready functionality and lifestyle dressing. With prices ranging from £2.50 to £26.00, the range delivers accessible, fashion-led activewear without compromising on quality or innovation.
This launch marks a major step forward for Primark’s performance offering, bringing credible fabric technology into pieces that can transition seamlessly from workouts to rest days and beyond.
Rita Ora’s Womenswear: Sculpting Style Meets Pilates-Inspired Design
Inspired by Rita Ora’s love of Pilates and her unapologetic confidence, the womenswear collection introduces Primark’s new BodySculpt fabric — a buttery-soft, sculpting material designed to support, smooth and move with the body.
Whether worn in the studio or styled day-to-day, the pieces are designed to feel as good as they look. The collection is available in sizes XXS to XXL, reinforcing Primark’s ongoing commitment to inclusive sizing.
Krept’s Menswear: Built for Training, Rest Days and Winter Workouts
Rooted in Krept’s signature street-meets-sport aesthetic, the menswear collection is designed to perform across all aspects of modern life — from intense training sessions to off-duty comfort.
The range features sweat-wicking fabrics, anti-chafe designs, and the introduction of Foamflex trainers, engineered to balance support and comfort. Available in sizes XS to XXL, the collection delivers versatile, head-to-toe looks built for colder-weather workouts and everyday wear.
Fashion, Function and Value at Its Core
With accessibility at the heart of the Every Move Counts Collection, Primark proves that high-performance activewear doesn’t have to come at a premium price. By combining innovative fabric technology with trend-led design, the retailer continues to challenge expectations within the performance wear space.
Where to Shop the Collection
The Every Move Counts Collection is available now in Primark stores nationwide and through Click + Collect, offering an easy way to upgrade your activewear wardrobe for 2026.
Krept visits Tottenham Court Road Primark
Ambassador, Krept, visits Primark Tottenham Court Road to see his ‘Every Move Counts’ active wear collection
Photographer: Brett Cove
