Cassey Ho, the early YouTube fitness guru known to fans as Blogilates, has launched a workout equipment collection at Target stores nationwide.
The so-called Blogilates Home Gym Collection marks Ho’s first national merchandise venture. The collection, comprising 13 items ranging in price from $10 to $50, includes hand weights, resistance bands, large-volume water bottles, a fitness journal, grip socks, and yoga mats. The 33-year-old says she designed all of the equipment herself — and it’s something of a timely offer, with quarantined fans likely looking for indoor exercise inspiration in the dead of winter.
The collection will also feature Ho’s signature design aesthetic, touting a celestial theme with gold, blush, and mint tones (pictured below). Items will live on the fitness aisle endcaps in the majority of Target’s 1,800 locations in the U.S. The deal was brokered by Semaphore, an Irvine, Calif.-based company that helps creators with accounting, tax prep, payroll, insurance, and licensing management.
In addition to her Target collab, Ho counts 5 million subscribers on her 11-year-old YouTube channel, where she teaches her own Pop Pilates workout method. Ho also owns an activewear brand called Popflex, the health app Body By Blogilates, and the Instagram-based comic brand Blogicomics.
“Initially, I was actually really scared of this national launch,” Ho said in a statement. “The truth is, I didn’t want my image plastered all over the packaging because I was afraid my Vietnamese-Chinese face and skin color would turn off customers who weren’t used to seeing someone who looked like me in their stores…But that thinking has to stop now. I don’t want other little Asian American girls walking into the fitness section at the mall and not seeing anyone who looks like them.”
This isn’t the first time that Target has looked to the influencer realm. Last year, the company launched #TargetTalent, a yearlong content sponsorship initiative with the likes of Lauren Giraldo, Ned Fulmer, Emma Chamberlain, and Michelle Phan.
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