Basically, it is athletic clothing worn outside of athletic settings. It is a combination of the words athletic and freedom.Fashion's athleisure movement has been fueled by technological innovations in fabrics, the trend of sporty aesthetics, and a body-positive movement.
Activewear clothes for women resurgence on the fashion scene can be credited in large part to athleisure wear on workout clothes, which blends functionality and sleek, minimalistic design. Leggings , active wear and other yoga pants, which can be worn anywhere and at any time, went viral and finally reached premium and luxury brands. As a result, indie brands like Alo Yoga, Vuori Clothing, and Epoque Evolution are disrupting distribution and carving out their niches in this sports fashion industry.
Athleisure's ties to the health and wellness movement, as well as an increasing focus on inclusivity, make it clear it has a long way to go.
Athleisure is still very much in demand according to Allied Market Research's Global Athleisure Market Report. A valuation of $155.2 billion was placed on the athleisure market in 2018, and in 2026, it is expected to reach $257.1 billion.
According to the NPD Group, everyone from Nike to Primark to Eres has launched athleisure lines in the US alone to compete for this $44 billion market. It is widely believed that athleisure is the signature fashion trend fitness clothing of the 21st century work out outfits so far. "Athletic" and "leisure" combine to form the term.
In July and August, Gymshark's sales in the US increased 150% year-over-year during confinement this year. As reported by Earnest Research, the sports dress company's sales increased 856% in July's first week. Gymshark's expansion wasn't the only athleisure boom, however: Los Angeles-based brand Alo Yoga came in second in web traffic to Gymshark in the US.
capable of instantly enhancing a look as a result of its decompartmentalization. Sportswear is giving fashion a boost in credibility while fashion is providing sportswear with functional features such as sweat-wicking capabilities, odor resistance, or stretch texture.
Women's athletic wear: An Instagrammable holistic success story
Business Insider spoke with Deirdre Clemente of the University of Nevada, who believes that athleisure mania is fueled by three long-term trends: Firstly, technological advances in synthetic fibers have made products like spandex more durable, washable, and flexible than natural fabrics of sports attire. On behalf of the rise of fitness-conscious appearances has made yoga pants an effective vector for consumption, upon their sportswear brands. Lastly, athletic-casual clothing has gained increasing acceptance in a wide range of social settings. Today's work clothes often contain spandex, Lycra, and other synthetic fibers that are inspired by sports.
By launching sports outfits first pair of Boogie Pants in 1998, Lululemon pioneered the sports wear for women category and focused on the underserved female demographic: the athletic "super girls" active wear women. The brand considers itself a technical streetwear player and workout outfits for women where fashion does not overwhelm function.
Despite the word appearing in the Merriam-Webster dictionary only in 2016, it can be traced back to a 1970s advertisement. In 1977, the bestselling book "The Complete Book of Running" by James Fixx, which fueled the jogger mania in America, marked a turning point in sports aesthetics.
Through the craze for aerobics and dancing in the 80's, the glamazon archetype of a health-conscious glam goddess rose to fame. In addition to Olivia Newton John's "Physical" music video and Jane Fonda's fitness sessions, movies such as women’s workout outfits and gym outfit for ladies fueled the neon leotard and leg warmer trend outside of gyms. Due to this, sportswear brands began making clothing with athletic performance in mind of sports clothing brands. Synthetic fiber clothing allows athletes to perform better and move more freely due to its improved quality.
With the help of Puma and Topshop, key influencers Beyonce and Rihanna introduced sport clothes for womens the mainstream in 2016, using Instagram as a runway for commercial success. Beyonce's athleisure label, Ivy Park, is one of the most-followed athleisure brands on Instagram in 2020, alongside other celebrity-backed brands such as Fabletics and Doyoueven.
Instagram has transformed a sporty trend into a holistic way of life. There were numerous selfie-friendly, kinetic details of sports brands shown in celebrity "behind the scenes" scenarios. Fitness influencers and celebrities began mixing and matching leggings with non-sportswear to make their outfits more versatile, which prompted their millions of followers to adopt a more laid-back style.
They frequently share details about their daily lives on social media and sponsor stylish gym outfits brands. In addition to celebrities and influencers, Fabletics also recruits a wide range of influencers and bloggers to promote their products.
Authenticity and inclusivity are at the heart of independent activewear brands
Formerly, the athletic brand used to cater to the performance-only buyer, but new entrants have filled the void left by the sportswear industry with client-centric designs, merchandising reworking, and expanded offerings. In contrast to traditional advertising, these digitally native vertical brands (DNVB) do little to no advertising or celebrity endorsement, helping them build more authentic brands.
As brands that embrace real women's bodies, these brands remain a brand clients can relate to because they embody real woman's bodies. With their ability to market themselves as a lifestyle brand and find a niche that consumers can relate to, they have been able to thrive in a fiercely competitive market.
Segmentation is a key driver of innovation: rather than traditional sizing, Lululemon divides the pants into five different categories: "hugged, naked, relaxed, tight and held-in." These categories all have their own function in the customer's journey.
Sweaty Betty's figure-sculpting leggings and its athleisure counterparts were designed to change shapeless sportswear, providing understated tonal colors like black, gray or navy with quality fabric.
In 2016, Kristin Hildebrand, former Creative Concept Director of Nike's women's business, launched a new premium priced athleisure brand. One is currently the only female sportswear brand on the market using a material that is 35% lighter, dries 75% faster than competitive fabrics, and is guaranteed for 50,000 washes. As she also proudly points out, these fabrics cost between $20 and $25 per yard. The membership process is also important, since in order to buy a product, you have to apply for membership.
DAY/WON makes size-inclusive clothing, and the brand was founded by body positive model Candice Huffine. When she herself couldn't find appropriate athleisure for herself, the model created her own activewear line, which today offers clothes to women of all shapes and sizes. There are sizes ranging from 0 to 32 included in the line, which is truly inclusive.
Boody is a fashion brand which embodies sustainable fashion with its athleisure collection. The brand uses organic bamboo grown in China: it is only treated with water and does not contain pesticides; it is harvested, dehydrated, and knitted into fabric.
According to Marshal Cohen, the chief industry advisor of retail at NPD Group, the most powerful ratchet effect of Athleisure is convenience. Athleisure is not going away anytime soon, as when you have comfort and function combined with fashion, it is hard to go back to anything else.
With our AI solution, any fashion brand can successfully embrace the athleisure trend and deliver the products their clients desire by analyzing millions of kinetic details on social media every day.
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