by Stephen Garner

Kohl's Sonoma Goods For LifeWisconsin-based department store Kohl’s has entered into a new partnership with active lifestyle brand Under Armour, furthering the retailer’s commitment to becoming the active and wellness destination for families.

“I am absolutely thrilled to announce our new partnership with Under Armour. This is a memorable and significant moment for Kohl’s as we bring this incredible brand to our customers nationwide,” said Michelle Gass, chief merchandising and customer officer at Kohl’s. “We greatly admire what Under Armour has accomplished in creating a powerful and successful brand that has really changed the Active industry. This brand launch builds on other notable investments we’ve already made in our Active business. We believe Kohl’s is uniquely positioned to celebrate the athletes and wellness enthusiasts in every family.”

During Under Armour’s Q2 earnings yesterday, CEO Kevin Plank called the Kohl’s partnership “the next step in our strategy to reach new consumers.” He added, “One of the top retailers of activewear in the U.S., Kohl’s has a large and loyal consumer base, the majority of which are women shoppers.”

Since 2014, Kohl’s has made a sizable investment in the active and wellness category enhancing and expanding key national and private brands, acquiring new, notable brands and partners, and providing customers with an expanded assortment of products for the entire family.

Under Armour will be available at Kohl’s stores nationwide and Kohls.com in early 2017 in women’s, men’s, kids, accessories, footwear and home.