Primark’s powerful campaign redefines resilience and boosts purchase consideration

Originally founded in Ireland, Primark has become a leading international fashion retailer over the last 50 years by stocking and selling a wide array of affordable clothing and accessories in stores worldwide.

To keep customers coming back, Primark has introduced new styles, deals, and storefronts. Recently, the brand capitalized on its performance category by rebranding and relaunching the men’s, women’s, and kids’ athleisure line.

More Than Models

To kick off 2025, Primark launched its “Unstoppable You” campaign and reinvented its performance category. The new line introduced 150 affordable athleisure pieces designed with four-way stretch and sweat-wicking fabrics for consumers to perform, live, and breathe in.

Prices start at £2.80, and consumers can shop the line all year round in dedicated store spaces featuring health and fitness props, gym flooring, and trend tables with ‘ballet bar’ inspired rails.

In addition to these in-store experiences, the “Unstoppable You” campaign was pushed across Primark’s digital channels and featured real athletes, influencers, authors and fitness advocates sharing their resilience stories while sporting the performance line. Olympic swimmer Abbie Wood, podcaster and mental health advocate Bryony Gordon, and rugby league player Keegan Hirst were only a few of the new faces in Primark’s campaign.

According to data from QuestBrand by The Harris Poll, there was a significant spike in Primark’s purchase consideration (+3.0) among UK consumers following the start of the “Unstoppable You” campaign. Consideration is a component of brand equity that captures a consumer’s interest in purchasing from a specific brand.

Primark’s Change in Brand Equity Among UK Adults – Pre Vs. Post Campaign

QuestBrand. Base: UK Adults. Pre: 11/1/24-12/31/24, n=2,051. Post: 1/1/25-3/13/25, n=2,124.

This spike could be due to consumers resonating with the affordability and versatility of the performance line and Primark’s new brand ambassadors’ stories. 

According to Primark, their ambassadors took “Unstoppable You” to a new level by sharing “incredible personal journeys with regards to sports and fitness, overcoming adversity and obstacles, and embody[ing] the message that true performance is defined by spirit, not status.” 

Scaling Success

Pairing style with motivational stories, Primark rebranded its performance category as a line that appeals to consumers of all ages and backgrounds. 

Aside from enhancing product durability and promotion, Primark celebrated resilience and personal journeys, all while evolving in the activewear market – which could be the brand’s new playbook for success. 

Building on “Unstoppable You,”  it will be interesting to see if Primark capitalizes on its performance category rebrand and reworks other product lines sold in stores. Primark has the potential to introduce new ambassador collaborations and strengthen its brand identity by providing stylish looks that won’t break the bank.