Sears Canada takes on lululemon with new, moderate-priced yoga and athletic wear

Sears Canada appears to be taking on Lululemon and other athletic wear competitors with the launch of PURE NRG Athletics, a line of performance clothing for active women seeking high-quality fashionable workout wear at moderate prices.  

The PURE NRG Athletics line includes an assortment tank tops, t-shirts, shorts, pants, hoodies and zip-ups with functional features such as four-way stretch and Cool Effect® wicking fabric, flatlock seams to help prevent chafing, pants with a contoured waistband, tops with a breathable built-in power mesh bra and more. All of the pieces in the collection range from $10 to $50.

"We are excited to launch our PURE NRG Athletics line of activewear," said Doug Campbell, President and CEO, Sears Canada. "Now Canadian women can get high-quality athletic wear at prices that are reasonable and as close as their nearest Sears store or their own doorstep if shopping on  We think our customers will see the combination of the quality and price of PURE NRG Athletics as filling a space in the marketplace that has not been otherwise addressed.  The development of private brands that provide superior features and benefits at affordable prices is a strategy Sears will continue to use to offer uniqueness and exclusivity to Canadians coast to coast."

A comprehensive, innovative marketing strategy, including national advertising, PR, flyers, outdoor and digital campaigns will support the launch.  Additionally, Sears is activating media in local gyms and fitness studios within close proximity to top stores with advertisements in the change rooms. In select locations this is augmented with mannequin displays in the main gym area and instructors wearing the PURE NRG Athletics collection.

SOURCE Sears Canada press release. Top image: Sears Canada.