Walmart Mixes Fashion and Fitness for Stacey Griffith and Michelle Smith's Love & Sports Line

When life gives you neon, you bring a bold and bright new brand, Love & Sports to life. Today, Celebrity Fitness Instructor Stacey Griffith, and her partner and renowned Fashion Designer Michelle Smith, are debuting Love & Sports and partnering with Walmart to bring to market in a whole new way. The high-performance brand is a combination of activewear, athleisure and swimwear. 

The colourful launch campaign is Walmart’s latest collaboration with creative agency, Deutsch LA. The visual identity, design language and surrounding campaign elements are daring, bold and action-oriented. In addition, the way the brand is being brought to market mirrors that modern spirit with shoppable, highly-social experiences and by leveraging the steadfast followers and dynamic creative communities of the Love & Sports founders. The campaign marks the launch and is focused on Love & Sports owned brand social channels (IG + TikTok), making them brand destinations with tagged products that viewers can shop in addition to select Walmart stores and Walmart.com.

It’s the perfect time to bring this brand to market, as people are getting out after the pandemic. Since the pandemic started, activewear has been a high growth category and an important one for our customers. In fact, The NPD Group reported that activewear was up 37% in 2021. It was only natural for activewear to be the next step in expanding Walmart’s brand portfolio, and they are doing it with a bold, exciting brand that fills a white space for high-quality, high-performance activewear and swim without the high price tag. There’s really no one else offering activewear with this quality at such an incredible price point, and Walmart sees this as an opportunity to disrupt the market. 

This multi-year exclusive collaboration will continue to roll out with new items, including a special edition Pride collection and an extended activewear collection in the Fall.