Kohl's is leaning into one of its strongest in-house brands to navigate a challenging retail environment. By spotlighting its Tek Gear activewear line in a new marketing campaign, the company is signaling that private labels remain central to its turnaround strategy.
The campaign features soccer icon Carli Lloyd, aiming to reinforce the brand's performance credibility while appealing to everyday consumers.
A Campaign Built Around Performance and Everyday Comfort
For its spring and summer push, Kohl's is positioning Tek Gear as a versatile solution for both athletic activity and daily wear.
The campaign pairs Lloyd with actress Ellie Kemper, blending performance messaging with lifestyle appeal. The focus is on key product attributes:
• Breathable fabrics for active use
• Flexible stretch for comfort
• Versatility across sports and casual settings
This dual positioning reflects a broader shift in activewear marketing—where products must perform on the field while remaining practical for everyday life.
Tek Gear: A Core Asset in Kohl's Turnaround Strategy
Tek Gear is not a new initiative. Kohl's launched the brand more than a decade ago, and it has since become one of the retailer's top-performing private labels.
Owned brands like Tek Gear play a critical role for department stores because they:
• Offer higher margins than national brands
• Provide differentiation in a crowded market
• Give retailers more control over pricing and assortment
Kohl's has been actively investing in its private label portfolio for several years, making it a cornerstone of its broader restructuring efforts.
Expanding the Activewear Portfolio
Tek Gear is part of a wider push by Kohl's into active and athleisure categories.
The brand includes:
• Seasonal basics like fleece, shorts, and tops
• Performance-focused training apparel
• Options for men, women, and children
At the same time, Kohl's has expanded its FLX athleisure line into kids' apparel—further broadening its reach in the category.
This multi-brand approach allows Kohl's to target different customer segments while maximizing shelf space efficiency.
A Crowded and Evolving Market
Kohl's renewed focus on activewear comes at a time when the category is becoming increasingly competitive.
The market is seeing mixed performance:
• Some legacy players are struggling to maintain momentum
• Others continue to grow by innovating and expanding into lifestyle categories
At the same time, consumer demand remains resilient, with active-inspired fashion continuing to influence everyday wardrobes.
In response, many brands are diversifying beyond their original niches—blurring the lines between fitness, fashion, and casualwear.
Why Private Labels Matter More Than Ever
Kohl's strategy highlights a key shift in retail: private labels are no longer just value alternatives—they are strategic growth drivers.
In an environment where:
• Margins are under pressure
• Competition is intensifying
• Brand loyalty is harder to maintain
Retailers are increasingly relying on owned brands to control their narrative and profitability.
Final Insight
Kohl's decision to spotlight Tek Gear is less about launching something new—and more about reinforcing what already works.
As the activewear market evolves, success will depend not just on product innovation, but on how effectively retailers position their brands across both performance and lifestyle use cases.
For Kohl's, Tek Gear represents a critical piece of that puzzle.
Source: Based on reporting from Retail Dive