Kohl’s Spotlights Tek Gear Private Label at a Tough Time for Activewear

Why It Matters

The endorsement aims to boost Tek Gear’s visibility and drive sales, signaling Kohl’s reliance on private‑label growth to offset pressures in the competitive activewear sector.

Key Takeaways

• Kohl’s hires soccer star Carli Lloyd for Tek Gear ads
• Tek Gear named top-performing private label last year
• Campaign pairs Lloyd with “Kohl’s Mom” character
• Activewear market faces intense competition and slowdown
• Kohl’s expanding FLX line to include kids’ athleisure

Pulse Analysis

Kohl’s strategic focus on private labels has become a cornerstone of its turnaround after years of declining foot traffic. Tek Gear, launched over a decade ago, emerged as a bright spot, ranking among the retailer’s top‑performing owned brands in 2025. By leveraging Carli Lloyd’s Olympic pedigree, Kohl’s hopes to translate athletic credibility into consumer trust, positioning Tek Gear as a performance‑driven yet affordable alternative to premium competitors. The partnership also taps into the growing consumer appetite for versatile apparel that transitions from the field to everyday life.

The activewear landscape is increasingly saturated, with legacy players like Lululemon confronting sales headwinds while fast‑growing brands such as Vuori and Alo Yoga capture niche audiences. Market analysts note that price sensitivity, rapid trend cycles, and the rise of direct‑to‑consumer models are reshaping shopper expectations. Kohl’s response—expanding its FLX athleisure line to include kids and reinforcing Tek Gear’s product breadth—reflects a broader industry shift toward diversified catalogues that address family‑wide needs. This approach aims to mitigate the risk of over‑reliance on any single segment and to capture incremental spend across multiple demographics.

Celebrity endorsements remain a potent lever for differentiating crowded categories. Carli Lloyd’s involvement not only adds authenticity to Tek Gear’s performance claims but also aligns the brand with a narrative of empowerment and active lifestyles. If the campaign resonates, Kohl’s could see incremental traffic both in‑store and online, bolstering its private‑label margin contribution. Success would validate the retailer’s broader strategy of using high‑visibility partnerships to rejuvenate legacy brands and compete more effectively against both traditional department stores and agile, niche activewear players.