Late last week, Walmart announced the launch of a new Retail Brand (private brand), Love & Sports. The new brand is an activewear and swim collection created with renowned fashion designer Michelle Smith and superstar indoor cycling instructor Stacey Griffith.

Love & Sports features vibrant, high-performance fabrics and details in a blend of fresh, fashion-forward gym to street styles and trims. At its core, it’s an energetic brand inspired by bold, iconic, vintage athletic style that optimizes comfort and durability. The Swim collection will start arriving in the coming days. Collections will drop seasonally, with new additions like footwear and accessories arriving this fall.

The inaugural collection features 121 women’s activewear and swimwear, priced between $12 and $42. Bold and bright colors are the hallmark of the brand, with standout neon colors across retro running shorts, cropped logo sweatshirts, lightweight nylon jackets, and assorted one- and two-piece swimsuits.

“We can’t wait for customers to see and try out the new line. Michelle and Stacey collaborated on the development process from start to finish, thoughtfully creating every design around the performance level of an athlete and the emerging fashion trends and colorways in fitness, streetwear and swim. The entire collection features elevated details, like moisture-wicking fabrics, plenty of pockets, reflective taping, metal zippers with logos and waistbands that can be rolled down to transition from the current trend of high-waisted bottoms to a trend-forward low-waisted look,” Denise Incandela, EVP of Apparel and Private Brands, Walmart U.S. wrote in a post on Walmart.com