Rita Ora and Krept Front New Primark Activewear Campaign

Rita Ora is officially kicking off 2026 by moving from the wardrobe to the workout mat. On January 6, 2026, the global pop star launched her latest collaboration with Primark, fronting the retailer’s most expansive activewear collection to date alongside British rapper and entrepreneur Krept.

The campaign, titled “Every Move Counts,” marks a major shift for the Primark Presents Rita Ora line, pivoting from high-fashion streetwear to high-performance fitness gear designed for "real life."

The "Every Move Counts" Collection

This 240-piece collection is being hailed as Primark’s most technical range yet. It introduces four innovative fabrications designed to rival premium boutique brands at high-street prices:

• Body(sculpt): The "hero" fabric of the collection, designed to smooth and support during high-intensity workouts.

• Buttery Soft™: A second-skin material allowing for total freedom of movement, specifically targeted at yoga and Pilates fans.

• Seamfree: Designed to eliminate chafing for a smooth, distraction-free fit.

• Smooth Support: Targeted at training and gym sessions with a more structured, compressive feel.

Rita’s Pilates Pivot

While her previous collections focused on "grandpa chic" and party wear, this capsule is inspired by Rita’s personal obsession with Hot Pilates.

“I love the sweat,” Rita shared at the launch. “I wanted pieces that felt soft, flattering, and stylish enough to wear beyond the studio—that balance between strength and ease.”

Key pieces from Rita’s edit include:

• The "Sneakerina": A hybrid mesh ballet flat and trainer (£14) that has already become a viral sensation on TikTok.

• Active Flare Leggings: Available in "trending" chocolate and red shades (£13), designed to look like a "proper outfit" when paired with a trench coat.

• The Padded Shopper: A massive "throw it in and go" gym bag (£17) featuring enough space for a full yoga kit.

Krept Joins the Ranks

The inclusion of Krept (one half of the duo Krept & Konan) signals Primark's massive investment in the menswear fitness sector. His signature style—grounded in performance and street credibility—is reflected in the collection's sweat-wicking hoodies, seam-free training tees, and cold-weather running layers.

“Everyone should have access to great sportswear, not just athletes,” Krept remarked, emphasizing the campaign's focus on democratizing fitness fashion.

Price and Availability

Staying true to the Primark ethos, the collection is aggressively affordable.

• Accessories: Starting from £2.50 (including neutral-toned scrunchies and yoga socks).

• Clothing: Prices range from £4.50 to £26.

• Where to Buy: Available now in all Primark stores across 18 countries and via Click + Collect in the UK.

To support the launch, Primark is rolling out dedicated "Performance Areas" in 200 stores worldwide, allowing shoppers to test the fabric feel before they buy.

Source - https://www.womenshealthmag.com/uk/gym-wear/a69924524/rita-ora-primark-activewear-every-move-counts/

Disclaimer - All celebrity-related content, information, and images on this website are based on publicly available online sources and AI-generated insights/data. Information such as biography, age, career, personal details, and images may change without notice over time. While we strive for accuracy, we do not guarantee the accuracy, completeness, reliability, or timeliness of any information or imagery displayed on this website. This content is provided for general informational purposes only.