JCPenney Expands Active, Fitness Categories in 2018

It’s the beginning of a new year and throngs of people are kicking off their fitness resolutions. With a focus on capturing greater market share in the active category, JCPenney (a DiversityInc Noteworthy Company) continues to expand its product assortment to offer customers the latest trends in active from yoga to smartwatches, athleisure and more:

Gold medal style at

While not everyone can be an Olympian, the Company’s new assortment of Team USA gear can certainly outfit customers to look like one. Available now through the Sports Fan Shop at, Olympic fans can show their pride through a collection of Team USA hoodies, t-shirts, scarves, beanies and more. From the living room couch or in-person in PeyongChang, JCPenney customers can cheer on Team USA with spirit and style.

Team USA t-shirt

Xersion stays on-trend for athleisure

Xersion sweatshirt dress

The Company has expanded its popular Xersion private brand that transitions easily from yoga to brunch. Xersion fleece and French terry items, including sweatshirts, hoodies and joggers, have been top items in stores and on Both performance and studio leggings have been great successes as well, with various lengths, textures, prints, basics, mesh insets and cut-out details included throughout the line. With softer, flowy pieces, the studio collection is the perfect addition to the growing athleisure market.

MSX by Michael Strahan provides active lifestyle apparel for men

MSX By Michael Strahan long sleeve hoodie

Carried exclusively at JCPenney, MSX by Michael Strahan has added new design elements including welding details and new mesh fabrications. Welding tape details help improve durability of seams, while the new mesh fabrications help improve ventilation and comfort. Best sellers from MSX by Michael Strahan include: ultra fleece striped popover, ultra fleece joggers, 4-way mock neck jacket and a 3-in-1 jacket.

Wear copper before your next workout

Copper Fit quarter-zip pullover

Who knew Wearing copper is beneficial in reducing odors, which comes in handy during a tough workout. JCPenney originally started carrying Copper Fit’s brace and socks in 2016, and has now expanded its assortment online to men’s and women’s apparel, sleepwear, underwear, socks, slides and even pillows. These new items will also land in 100 select stores on Feb. 1.

Wearable technology strikes big

iTouch smart watches
Beginning with the iTouch fitness watch, JCPenney has expanded its offerings to include the iFitness and iTouch Air watch under the iTouch umbrella along with six additional brands: Garmin, Samsung, LG, Relic, Fossil and Misfit Vapor. Heading into 2018, customers will continue to see the Company’s assortment expand, notably the addition of the iTouch Curve watch along with additional colors and patterns to the iFitness assortment. The Company’s smart watch assortment has now expanded to all JCPenney stores.

JCPenney finds its inner yogi

GAIAM Warrior Weekender bag

Available now on, popular yoga, fitness and wellness brand GAIAM will be expanding to 365 store locations in 2018, offering an assortment of products for those seeking to hit the mat at home or at their local yoga studio. Best sellers so far include the Warrior Weekender Bag and the line’s printed yoga mats.

Destination for today’s leading national activewear brands

Last year, JCPenney teamed up with Nike to create brand shops in over 600 locations while also expanding its women’s assortment of adidas to 400 stores. Building on its dominance in Nike and adidas merchandise, this spring JCPenney is introducing new styles in athletic shoes such as the Nike Flex Experience, Nike Air Max Motion, adidas Pure (women’s), adidas Racer TR (men’s) and adidas Questar ride (men’s).

Fitness equipment and accessories available on

Schwinn AD7 Airdyne upright bike

As part of the Company’s focus on product expansion on, customers can find an assortment of fitness equipment from top brands such as Schwinn, Proform and Stamina, as well as accessories from GAIAM, Fila, Lifeline and more.

JCPenney is a leading destination for those wanting to get started on the right foot in 2018 and the retailer will continue to make active and wellness categories a priority in the new year.

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