Rodarte, Phillip Lim, Lilly Pulitzer. Target has a talent for carefully selecting hot designers and brands to bring their coveted apparel to the masses, and its collaborative collections generally create a shopping frenzy.
To kick off 2016, the retailer is choosing a brand that has all the sex appeal of the fashion houses that came before, but also comes with yellow bikes, sweat, and mantras: SoulCycle.
“Helping our guests succeed in their wellness journey is an important priority for Target. As we enter this new year, we wanted to bring the same level of excitement to wellness that typically comes to life through our partnerships with top entertainers and designers,” Target EVP/chief marketing officer Jeff Jones tells Well+Good, exclusively. “When we thought about the most premier fitness brands, SoulCycle was at the top of our list.”
And the collab isn’t just about wheel-adorned clothes. In addition to the capsule collection, Target will be hosting SoulCycle pop-ups in 10 cities across the country, where the general public will be able to sign up for spots in three days of free classes.
“SoulCycle embodies the inspirational and active lifestyle that Target is celebrating as part of its focus on wellness,” say Soul co-founders Julie Rice and Elizabeth Cutler. “We’re thrilled to be working with Target to bring SoulCycle to more people and help them find joy in movement to kick off the New Year.”
The collection is very small, with just four super basic, comfy pieces that incorporate both SoulCycle branding and Target’s red bullseye. There’s a women’s muscle tank ($29) and then the other three items—a hoodie ($49), sweatpants ($49), and tee ($29)—are all, interestingly, unisex.
Soul will kick off its Target pop-up tour on Thursday, January 14 with a private one-day event in New York City, followed by three-day pop-ups in 10 other cities across the country—DC, Houston, Seattle, Atlanta, Nashville, Denver, Miami, Chicago, Minneapolis, and Los Angeles—which wrap up on February 14.
Each pop-up will host six 40-bike classes per day—in various event venues, not between racks at Target stores—with sign-up for the free spots going live the Friday before each market stop. (Most events are on weekends.)
And if lines for previous Target collabs and the SoulCycle sample sale enthusiasm are any indication, demand for those 720 bikes in each city is likely to be crazy high.
“We expect to see a lot of excitement throughout the 10-city tour from both fans and newcomers to the SoulCycle brand,” Jones says. “If we can give our guests a uniquely Target way to experience this popular workout regimen and help them go into the new year feeling energized, we will have met our goals.” —Lisa Elaine Held
(Photos: Target, SoulCycle)