JCPenney Expands Active, Fitness Categories in 2018

From performance apparel to fitness equipment and accessories JCPenney offers an assortment of products for healthy living.

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 JCPenney.com

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 JCPenney.com, 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 jcpenney.com. 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 jcpenney.com, 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 jcpenney.com

Schwinn AD7 Airdyne upright bike
As part of the Company's focus on product expansion on jcpenney.com, 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.

Marvin Ellison, one of three Black CEOs in the Fortune 500, shared his career journey during DiversityInc's Top 50 Companies for Diversity event May 1. On Tuesday, it was announced that Ellison will leave his position as CEO of JCPenney to take the helm of Lowe's.


Ellison joined JCPenney at a time when they were struggling with $5 billion in debt, and an almost $1.5 billion operating loss. Their customers had been alienated. He stated at the Top 50 Event that as soon as he learned that women were his major customers, he made leadership in the company reflect that. Also pulling from his experience at Home Depot for 12 years, he reduced the debt and modernized its e-commerce, as well as expanded their offerings in the home market.

With his sights now set on Lowe's, the home improvement competitor of his former employer, he has similar issues to contend with.

Lowe's has not participated in the Diversity Top 50 in the past, but their new history starts today.

Ellison, who had chaired the executive diversity council at JCPenney, served as an executive sponsor and made the majority of his direct reports women, said he owes his success to the values taught by his sharecropper father and mother, who was a factory worker: faith and moral strength, hard work and education, as well as gratitude for those who came before him and sacrificed. "Every day I am grateful," said Ellison.

JCPenney Builds Plus-Size Fashion Cred

JCPenney is uniquely positioned to serve the plus-size market because our plus-size private brands are designed and curated by plus-size women.

Originally Published by JCPenney.

Every body deserves great style and there are 100 million plus-size women who experience difficulty finding everything they need in terms of great fashion, quality and value. At JCPenney, we know if we can offer her clothes that are designed to fit her unique body type, we'll have a customer for life.

We recently sat down with two of our senior designers who create some of our most popular plus-size private brands to talk about their design process, inspiration and why they are passionate about creating fashion for full-figured women.

JCPenney is uniquely positioned to serve the plus-size market because our plus-size private brands are designed and curated by plus-size women. Not only does our design team understand the technical and fit aspects of creating plus-size clothing, they understand what a full-figured woman wants to wear on a personal level because they are wearing their own designs.

Each private brand, including Boutique+, Worthington Plus, Liz Claiborne Plus and Bold Elements Plus, is designed specifically to complement a curvier shape, rather than just extending the styles found in the women's department. Our dedicated team of design, trend and product experts take into account the diverse shapes of plus-size women and ensure the colors, prints and fabrications accentuate and enhance curvy silhouettes.

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