JoyLab, a woman’s activewear and athleisure line, will be available exclusively at Target. The retailer has worked closely with Lycra brand and Refinery29 (R29) to develop a compelling co-branded marketing campaign to promote its new activewear set made with revolutionary Lycra FitSense technology. The campaign is live on R29, a fashion editorial website.

The co-branded programme includes editorial, social content and high impact media published on R29 that features influencer René Daniella. R29 will also send an email blast to subscribers promoting the story and driving traffic to Target.com for easy ordering. Programme content will be shared on the Lycra brand’s website and social media channels as well, said Lycra.

Lycra FitSense technology uses the same polymer as Lycra fibre, except in a liquid form. This water-based dispersion is screen printed onto fabric made with Lycra fibre to provide lightweight, targeted lift and support wherever it’s needed. This innovation also delivers a comfortable, flattering fit that moves with the wearer who’s always on the go.