Fabletics has become one of the biggest brands in activewear, challenging traditional players like Nike, Adidas and Lululemon with pieces that are fashion-forward and available for a fraction of the price of competitors. 

In 2024, Fabletics did around $850 million in sales, buoyed by new product launches, celebrity partnerships and a strong loyalty program. In the years ahead, the California-based activewear brand has its sights set even higher, aiming to double in size and become a global powerhouse. 

“We’re looking to more than double the business over the next five years,” Fabletics CEO Adam Goldenberg tells Athletech News.

Goldenberg sat down with ATN to discuss Fabletics’ rise to the top of the activewear market and outline the brand’s strategy for growth in the years ahead, including a push into new apparel categories and international expansion.

Inside Fabletics’ Rise to the Top

Founded in 2013 by Goldenberg and husband-and-wife duo Don and Ginger Ressler, Fabletics was created to fill a gap in the women’s market for high-performance activewear at an affordable price point. 

“We just had this fundamental belief that the world’s best leggings shouldn’t cost $100,” Goldenberg recalls. 

Goldenberg and the Resslers also wanted to bring some creativity and color to the women’s activewear space, which they felt was too stale in the early 2010s. 

“If you could go back in a time machine and look at women’s activewear in 2011, it was boring. It was black, navy and gray,” Goldenberg notes. “There was no fashion, no fashion collaborations, no colors, no prints. We really felt we could introduce fashion into the category.

While things have evolved a bit since then, Fabletics’ women’s line still features leggings, sports bras and other activewear pieces offered in bold colors like bright pink and patterns including cheetah print.

In 2020, Fabletics partnered with Kevin Hart to launch a menswear line, encouraged by feedback from the brand’s many female customers who were seeking something to buy for their significant other. Hart has since become synonymous with Fabletics, starring in catchy TV commercials and social media campaigns. 

“We look for partners that we feel match the brand,” Goldenberg says of Fabletics’ affiliation with the popular comedian. “Kevin is in incredible shape, and an athlete in his own right. But he’s also fun and approachable, which is a big part of the DNA of our brand.”

Menswear currently makes up around 33% of Fabletics’ total revenue, so the expansion has proved fruitful.  

Thinking Smarter About Customer Loyalty 

In activewear circles, Fabletics might be best known for its VIP membership program, a loyalty program that allows customers to get big discounts on products and access to exclusive drops. VIP members can pay an optional $59.95 monthly membership fee to receive credits on Fabletics pieces. 

Fabletics has around 3 million customers, 80% of whom are VIP members, according to the brand. Besides driving customer loyalty, the VIP program gives Fabletics access to massive amounts of data on its customers, which the brand leverages in creative ways through online sales, digital marketing and inside its 100-plus brick-and-mortar stores.

“The benefit to us as a company is when people become a member, we get a lot of data, and we use that data to buy the right inventory,” Goldenberg explains. “We really have no inventory obsolescence, which helps us from a margin standpoint and allows us to pass great savings on to our customers.”

Fabletics also uses data to see around the corner on product development. For example, the brand launched a scrubs line in 2023 after noticing that hundreds of thousands of its VIP members were wearing scrubs to work.  

To make sense of all this data, Fabletics spends big bucks on its tech stack, including a platform called Fashion OS and an app called Fabletics FIT that features on-demand workouts from personal trainers.

“For a company our size, we probably invest five to 10 times more in technology than our peers, and we see those investments that pay off over the long haul,” Goldenberg says. 

Still, for all Fabletics’ emphasis on data and tech, Goldenberg is quick to point out that quality is king when it comes to building a successful activewear brand. He proudly points out that Fabletics’ number one source of new customers is referrals from existing customers. 

“You can make a business as complicated as you want, but at the heart, we’ve developed a really great product that people love,” he says, adding that the company remains “maniacal” about finding the best-performing and most comfortable activewear fabrics at the lowest possible price. 

Five-Year Plan: International Growth & Category Expansion

Fabletics isn’t planning on slowing down anytime soon. Goldenberg believes the brand can double in size by 2030, which would put Fabletics at around $1.7 billion in sales. 

To do so, the brand wants to push the boundaries of what’s possible for an activewear company. That includes expanding into new apparel categories – and new territories. 

“We have a couple more major category expansions in development that we’re quite excited about,” Goldenberg says, including something slated to “launch toward the back half of this year.”

On the international expansion front, Fabletics is aiming to become a “global brand.” 

The brand already has a presence in Western Europe and is set to enter the Mexican market in a big way in 2025 following a partnership with Liverpool, a Mexico-based omnichannel retail group. Over the next five years, Fabletics plans to explore expansion into additional regions including Central America, South America, Australia and the Middle East.

“International today is about five to seven percent of the business, so it’s still relatively small,” Goldenberg says. “We think that’s going to grow at a pretty fast clip over the next five years.”

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The activewear space is booming, but premium brands tend to place their primary focus on women’s apparel. A new brand backed by former NFL Pro Bowl wide receiver Sidney Rice is looking to change that.

Rice, Seattle-based entrepreneur Daniel Kosh and a group of executives with experience in global sourcing and supply chain have relaunched Sodo Athletic Lab, positioning it as a high-end, men’s-only activewear brand.

Originally founded back in 2013, Sodo Athletic Lab gained a cult-like following among male athletes and entrepreneurs in the Seattle area, heralded for premium, comfortable and functional activewear pieces. Under new leadership, the brand will look to capture that same market on a larger scale. 

“The men’s athletic-wear space is growing and there’s an opportunity in the premium sector,” Kosh told Athletech News. “Our positioning is around versatile clothes with highly technical features like a unique pocketing system and a different level of attention to detail.”

Sodo Athletic Lab will primarily target males between 35 and 55 years old who tend to purchase high-end apparel and footwear options from brands like Alo, On and others. 

The brand’s current product line includes items like shorts, t-shirts, joggers, jackets and hoodies. With pieces ranging from $75 to $185, Sodo sits on the high end of the men’s activewear pricing spectrum, slightly above brands like Lululemon and Vuori which is right where it wants to be. 

“There’s not really a menswear brand in the athletic space that’s servicing that (market) right now,” Kosh believes. 

Premium Touches Make the Difference

Kosh and Rice believe Sodo Athletic Lab is worth the high price tag, pointing to the brand’s use of high-quality materials and attention to detail when it comes to designing features that men actually want in their activewear. 

That includes a smart pocket system designed to keep items like phones, wallets and keys from bouncing around, a common complaint men have with their workout gear. Sodo pockets contain special compartments, zippers and lining materials designed to hold these items firmly in place during movement. 

It might seem like a minor detail, but it could make all the difference in the highly competitive activewear market. 

“We have the opportunity to reinvent the pocket,” Kosh says. “If you think about it, pockets as we know them were designed before we had mobile phones and (headphones). What you used a pocket for 40 years ago is different from the way we use pockets today, but no one’s updated the design.”

Sodo Athletic Lab pieces also include features like utility belt loops, water-repellant fabrics and UPF 50 sun protection. 

Giving Athletes a Say

Rice, who won a Super Bowl with the Seahawks and has been wearing Sodo Athletic Lab clothing since the Seattle-based brand’s initial iteration over a decade ago, jumped at the opportunity to join the Sodo team as a co-founder of the relaunched brand.  

He points to design, comfort and versatility as differentiating factors between Sodo and other men’s activewear brands on the market. 

“I’m a huge sweats guy; I like to be comfortable and relaxed,” Rice tells ATN. “We have a few different SKUs. Some of them I wear out and about for the day, but I also wear Sodo gear when I’m going to play basketball or work out. If I could, I’d wear Sodo to all of my business meetings.”

But Rice brings more than just name recognition to the activewear brand. Already a seasoned entrepreneur as a former owner of multiple successful Wingstop franchise locations and co-founder of the Dossier Wine Collective, the former NFL standout knows what it takes to build a thriving business. 

Rice will advise Sodo on product design and development. He’ll also help the brand attract current and former athletes as brand partners and investors. 

“Those are just endorsements,” Rice says of the typical relationship most athletes have with clothing companies. “We want people who believe in the product, who want to be a part of the team and actually be able to wear what they own.”

Bringing athletes on board as true brand partners rather than just spokespeople will be a key part of Sodo’s growth strategy, the team tells ATN. 

“It’s skin in the game versus ‘wear the thing, take a picture and cut a check,’” Kosh adds. “Those relationships exist and will continue to exist, but this is very different. This is being a part of something and wearing your own stuff.”

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Kim Kardashian’s Skims, the famed shapewear and loungewear brand with a $4 billion valuation, is teaming up with Nike to introduce NikeSkims to women athletes, offering a line of training apparel, footwear and accessories.

The iconic activewear and footwear brand says the launch of NikeSkims builds on its dedication to growing its women’s business, which it showcased in “So Win,” its recent Super Bowl LIX ad featuring athletes Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.

Nike’s deal with Kardashian could help revive its slumping sales and follows Nike CEO Elliot Hill’s appointment last October. A former Nike executive, Hill was brought in to turn the company around, succeeding former CEO John Donahoe. Shares of Nike have already risen following the NikeSkims announcement.

“We’re energized by the opportunity to build a new brand and shake things up for the next generation of athletes with NikeSkims,” said Heidi O’Neill, president of consumer, product and brand at Nike Inc. “This partnership brings together the best of both brands and unlocks an incredible opportunity to disrupt the industry with our shared passion and commitment to innovation. We will invite even more athletes into sport and movement with product that makes them feel strong and sexy.”

The two powerhouse brands emphasize a joint message: “If you have a body, you are an athlete,” reinforcing NikeSkims’ appeal to female consumers of all shapes and sizes. The new line is expected to feature functional, flattering pieces designed for both training and everyday wear, available in extended sizing.

“Nike and Skims share a deep commitment to innovation, inclusivity and pushing boundaries, driven by an unwavering belief in the power of women,” Skims co-founder and chief creative officer Kim Kardashian said. “This partnership is the culmination of that shared vision, delivering product that is meticulously designed to sculpt and perform for every body.Every single detail has been obsessed over and carefully considered.”

NikeSkims will debut in the U.S. at select retailers and online this spring, with a global rollout planned for 2026.

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Nike and Gymshark are two of the biggest brands in activewear, and they both see a massive opportunity in fitness. 

At the Connected: Health & Fitness Summit 2025 held this week in Los Angeles, Calum Watson, global partnerships director at Gymshark, and Tal Ziv, vice president of strategic business ventures at Nike, took the stage to share how their respective brands are marketing to gym-goers across the world. 

ATN breaks down the key takeaways from their conversation, including the importance of social media as a consumer research tool, why in-person events are must-haves in 2025 and why the market for fitness apparel is poised for growth in the years ahead. 

For Gymshark, It Goes Down in the DM

Co-founded in 2012 by pizza delivery boy turned billionaire Ben Francis, Gymshark has set the activewear world on fire over the last decade-plus, becoming the clothing brand of choice for gym-goers across the globe, especially Gen Z. 

The U.K.-based brand is known for having a strong presence on social media – Gymshark’s Instagram account has 7.5 million followers and the brand has partnered with fitness influencers including Steve Cook and Nikki Blackketter. 

For Gymshark, social media is more than just a marketing tool; it’s a way for the brand to gain rich intel about its target audience. Watson and other Gymshark executives often head into the comment sections of the brand’s various social media pages to find out what consumers really want.

“Some of the some of the … enlightened moments from my career where we find true human insights, a lot of times, it’s been in the comment section,” Watson said.

Watson believes social media can be a “gold mine” for brands when it comes to understanding their customers.

“I think a lot of brands and businesses tend to overlook the comment section on social media, but when you actually really delve into … the DMs coming through in your Instagram accounts,  your customers are reaching out,” he said. “They’re giving you real-time feedback.”

The Importance of IRL Events

While mining social media comments is helpful, both Ziv and Watson stressed the importance of in-person events, especially following the pandemic. 

According to Ziv, Nike is placing a bigger emphasis on creating events and experiences around fitness and wellness. 

“We haven’t been as consistent as I wish we would have in our ground game, and that’s something we’re trying to get back into,” he said. 

In 2023, the sportswear giant launched Nike Studios, a chain of in-person boutique fitness gyms with locations in Los Angeles and Austin, Texas. 

Beyond that, Nike is placing a particular emphasis on run clubs, which have exploded in popularity with Gen Z-ers and Millennials since the pandemic. The brand just announced the launch of Swoosh TC, a nationwide network of distance running clubs with hubs in Utah, Oregon and Arizona. Swoosh TC came on the heels of Nike announcing its 2025 After Dark Tour, a global women’s race series featuring evening running events in major cities across the world.

“Run clubs are massive opportunities,” Ziv said. “They’re all over the place and a ton of fun.”

Gymshark is embracing in-person events, too. Last weekend, the brand held #LiftMiami, a two-day event that saw around 11,000 people descend on Miami’s Wynwood neighborhood to sample Gymshark gear, work out and meet famous fitness personalities including popular bodybuilder Chris Bumstead. 

Watson highlighted the importance of events like #LiftMiami in helping bring the Gymshark brand alive for consumers.

“That’s a massive event that costs us millions of dollars,” Watson said, but he believes it’s worth the cost in the long term. 

“For the marketeers out here, you need to look beyond just the return on investment and the short-term metrics of success,” he advised. “When people talk about community building, you’ve got to have skin in the game. You’ve got to build it over time.”

Bullish on the Future of Fitness Apparel

Both Ziv and Watson see a bright future ahead for activewear brands seeking to reach fitness and wellness enthusiasts. 

Last year, Nike partnered with recovery tech brand Hyperice to unveil the Nike x Hyperice boot, a high-top shoe that combines heat and air compression massage for athletes’ feet and ankles, along with the Nike x Hyperice vest, a chest sleeve that offers heating and cooling for warm-ups and cool-downs. The Nike x Hyperice products are expected to become available to consumers this year. 

“We’ve tried tech before and we’re not great at it ourselves, so let’s partner with the guys that know what they’re doing,” Ziv said of Nike’s philosophy in linking up with Hyperice.

Watson noted that while the Gymshark team was visiting a gym in Houston, Texas, recently, they noticed teenage powerlifters who were wearing what he described as “$1,500 Jordan off-white” sneakers to squat heavy weights. While Jordans aren’t the best squatting shoes in the world, Watson says the story speaks to the desire young people have to marry fitness and fashion. 

“There’s definitely a level of expression that’s being seen in the gym space,” he said.

Watson expects to see mainstream fashion brands attempt to enter the fitness and wellness space, pointing to Hermès, which launched a workout clothing line and pop-up gym experience in Brooklyn’s Williamsburg neighborhood back in 2021.

“I think there’s going to be some really interesting cross-overs in the future as more and more brands from outside the industry start to come into the industry,” he predicts. 

Eager to hear more elite marketers discuss their strategies for the future of fitness and wellness? Register now for the ATN Innovation Summit 2025, a can’t-miss two-day event to be held on June 17th and 18th in New York City featuring the biggest names, brands, and ideas across fitness, health, and wellness.

The post How Nike, Gymshark Market to Fitness Consumers appeared first on Athletech News.

Just months after launching its apparel and accessories on Nordstrom.com, Peloton has turned to another beloved retailer to expand its reach beyond fitness equipment: Target.

The connected fitness company has just debuted its apparel and wellness and fitness-related wares on Target’s third-party marketplace, spanning men’s and women’s apparel and accessories such as Peloton-branded towels, resistance bands, water bottles, workout mats, yoga blocks, dumbbells, cycling shoes and more.

“At Peloton, we aim to meet members where they are in their fitness and wellness journey, including how they shop for athletic wear, as consumer shopping behaviors continue to change,” the connected fitness company shared.

While Peloton has established itself as one of the most well-known fitness equipment companies in the world, apparel has become a key focus as of late, with ambitions to dominate the men’s activewear space. The fitness brand also tapped brothers T.J. and J.J. Watts to target male millennials.

As for its fitness equipment, Peloton paired with Costco over the holidays to sell its Bike+ at 300 stores and online. 

A statement from Peloton seems to suggest that additional partnerships may be on the horizon.

“As we build on these initial collaborations, we will use our key learnings to fine-tune our thinking and approach to third-party retail partnerships,” Peloton noted on its site. “We are excited about the opportunity to make Peloton apparel and accessories more accessible for current and prospective members.”

Notably, Peloton’s shares have risen 125% in the last six months, though they remain a considerable distance from their 2021 peak, driven by the pandemic and the interest in at-home fitness and Peloton’s signature bikes.

Now led by Apple Fitness+ co-founder Peter Stern, who was named Peloton’s new president and CEO last October, the connected fitness company’s next chapter appears well underway. In addition to its retail push, Peloton is also reaching new audiences who book a hotel stay at Hilton Hotels, where guests can enjoy Peloton’s on-demand fitness content right from their hotel room.

The post Peloton Flexes Retail Muscle with Target’s Online Marketplace appeared first on Athletech News.

Shopping at Target at the start of a new year can feel like a renewing experience. As holiday decorations dwindle in a clearance aisle, displays overflow with items that encourage a fresh start—whether it’s stocking up on supplements, embracing Dry January with a six-pack of non-alcoholic beer, upgrading personal care routines with the latest wellness tech or picking up a few new pieces of activewear for the gym or Pilates.

Target made it possible last year as it went all-in on wellness — and in 2025, it’s doubling down. 

The beloved retailer is introducing more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options in 2025. Half of the new wellness products—more than 600 of them exclusive to Target—are priced under $10.

“We understand that wellness is deeply personal, and it spans many different aspects of people’s lives, so at Target our approach to wellness reaches into every category of our assortment,” Target executive vice president and chief commercial officer Rick Gomez said.

Here’s a rundown of some of Target’s exclusive products and brands that consumers can expect to find. Interestingly, one category seems to be missing from Target’s expanded lineup: fitness. However, the retailer notes that it’s introducing three wellness ‘discovery kits,’ one of which is fitness-themed.

That aside, Target’s list certainly highlights the growing number of celebrities that have launched their own brands as the health and wellness space booms:

• Strawberry-flavored colostrum and collagen from Bloom, the fitness influencer-founded brand that found a home on Target’s shelves last fall, capping off a stellar year that included a sizable investment from C4 owner Nutrabolt

• Poppi prebiotic cream soda, a gut-friendly beverage 

• BERO, actor Tom Holland’s new premium non-alcoholic beer brand

• A new haircare line from Ashley Tisdale’s Being Frensche and products from Blake Brown, a haircare brand founded by Blake Lively

• Crave-busting Lemme Tone gummies from Kourtney Kardashian Barker’s Lemme brand (notably, her husband Travis Barker’s wellness brand Barker Wellness entered Sprouts stores nationwide last year)

• New men’s care products from Dwayne “The Rock” Johnson’s Papatui 

• New nutrition shake flavors from Ka’Chava and a high protein shake from Up&Up

• Recovery and infrared products such as SLF’s red light therapy LED Face Mask, Therabody’s SmartGoggles and the latest wearable smart ring from Oura, which just hit a $5.2 billion valuation 

• Activewear from Cassey Ho’s Blogilates and expanded offerings from Target’s All in Motion brand

Good & Gather, Target’s food and beverage brand, is also growing to add more than 250 new wellness-focused products as consumers are increasingly opting for healthier options.

The post Target Aims to Dominate Wellness Retail Space in 2025 appeared first on Athletech News.

Reebok owner Authentic Brands Group is reportedly considering an IPO as its founder and CEO says Reebok can become one of the strongest athletic brands in the world

Reebok is set to launch a fresh pair of gym shoes next month—the Nano X5 Training Shoes—celebrating the 15th anniversary of the “Official Shoe of Fitness” that enhances performance support in all areas, from heavy lifts to running.

In addition to a performance comfort collar that ensures a locked-in fit, the Nano X5 offers extra attention to the midsole and outsole, providing cushioning, stability and increased flexibility.

“The Nano X5 celebrates Reebok’s continued commitment to innovation, championing the athlete, and creating the best training shoe on the market,” Reebok product director Tal Short said. “In creating the Nano X5, we looked to our legacy in training and listened to our valued customers’ feedback to create the most comfortable Nano of all time, without compromising on performance.”

The sneaker and apparel brand has tapped fitness influencers Sydney Adams King and Quinn Welychka for a global marketing campaign that highlights the versatility of the Nano X5.

The new kicks will launch on January 24, 2025 on Reebok.com and at select retailers worldwide in a range of color options across women’s and unisex versions, starting at $140. 

Authentic Brands Group, a privately held company, acquired Reebok from Adidas in 2022. The group–which owns a multitude of apparel and entertainment brands– is reportedly mulling an IPO.

“Our goal was to get Reebok to $5 billion within three years,” Authentic Brands Group founder and CEO Jamie Salter said in January. “We are now a year into Reebok — we finished last year with $5 billion. And our goal now is to get Reebok within the next three years to $10 billion in retail revenue. And I think it just proves that, look, Reebok was always a great brand. Adidas did exactly what Adidas probably should have done, which was they used all the sort of research, technology to really make Adidas a much stronger brand in the United States at the cost of Reebok. So now, look, it’s Reebok’s turn to now go back and make Reebok one of the strongest athletic brands in the world.”

Meanwhile, Nike, which has experienced slumping sales, appointed Elliot Hill as its new president and CEO in October. The activewear brand is slated to report its Q2 2025 earnings on December 19.

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A new survey conducted by tracking organization Tracksuit highlights Lululemon’s significant gains in the U.S. men’s performance wear market over the past year. With 9,022 qualified participants sharing insights into their preferences and brand awareness, Lululemon is a standout performer in a competitive and rapidly growing category.

Steady Growth in Awareness & Category Penetration

Between November 2023 and October 2024, overall awareness of the men’s performance wear category increased from 72% to 77%, reflecting a broader interest in clothing that combines comfort, flexibility and functionality for everyday use, according to the survey. Lululemon capitalized on this trend with a remarkable 10% increase in awareness, rising from 51% to 61% among all respondents. This growth significantly outpaced the average awareness increase for competitors, which held steady at just 24%.

Among the core demographic of men aged 34 to 65, Lululemon saw an even greater increase in awareness, climbing from 54% to 67%, a 13% gain. In contrast, competitors such as Bonobos (24% to 21%) and Faherty (12% to 8%) experienced declines, while Vuori and Alo for Men saw modest, non-significant increases.

Rising Consideration Metrics

Lululemon’s consideration metrics also trended positively, rising from 33% to 36% across all respondents, representing a statistically significant 3% increase. This indicates a growing number of consumers are not only familiar with the brand but are also considering it for future purchases.

Conversely, brands like Bonobos and Faherty saw their consideration decline, with Bonobos dropping from 14% to 11% and Faherty falling from 9% to 6%. Competitors like Vuori and Alo for Men saw slight increases, but these changes were not statistically significant, underscoring Lululemon’s strong position in capturing market interest.

What Drives Lululemon’s Success

Survey participants highlighted several attributes where Lululemon excels.

• Versatility: Lululemon’s reputation for creating clothing ideal for an active lifestyle remains a key strength, appealing to consumers seeking multi-functional apparel.
• Premium Quality: The brand’s association with durable, high-performance materials continues to resonate with buyers prioritizing longevity and comfort.
• Innovation: Respondents view Lululemon as a leader in incorporating modern, performance-focused designs that adapt to evolving consumer needs.

The survey also pointed to areas where competitors perform well. Alo for Men, for instance, ranked highest on the perception of being “for people like me,” a critical factor in driving consumer preference.

Expanding Interest in Men’s Performance Wear

The survey reveals an expanding interest in men’s performance wear across the board, with category penetration growing by 5% year-over-year.

While Lululemon leads in awareness and consideration gains, competitors like Vuori and Alo for Men are carving out niches with targeted messaging and offerings. Vuori, for example, saw a slight increase in awareness among men aged 34 to 65, rising from 14% to 17%. In contrast, traditional players such as Bonobos and Faherty are struggling to maintain their foothold, with both brands experiencing declines in awareness and consideration.

As awareness and consideration continue to grow, Lululemon is well-poised to further expand its influence in the men’s performance wear market. However, competitors like Alo are quickly gaining market share, signaling the Vancouver-based brand’s need to continue to drive consumer engagement and high-quality apparel.

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Peloton has partnered with Nordstrom, bringing its private-label activewear line to the luxury department store’s digital marketplace later this month.

The retail push follows Peloton’s appointment of new CEO Peter Stern, co-founder of Apple Fitness+.

The connected fitness company’s chief content officer, Jen Cotter, told WWD that the fitness brand is considering additional retailers that overlap with Peloton members.

“We don’t care where you buy Peloton apparel, but we know our members shop there, so this is a test,” Cotter said of the popular retailer. “Then we’re going to consider other partners to put Peloton apparel out there to raise recognition. If you’re not a Peloton member, most people don’t know we have Peloton apparel. It’s still a little part of our business, but we’ve done a lot of work there.” 

Last year, Peloton struck a five-year strategic global partnership with Lululemon, where the connected fitness company became the exclusive digital fitness content provider for Lululemon, and the activewear giant became Peloton’s primary apparel partner. The partnership is going “quite well,” Cotter told the publication, explaining that Peloton’s private label offers a more affordable option for budget-conscious apparel consumers. 

There are also plans to lean into apparel offerings for men — a segment that Peloton is after, considering its latest creative campaign featuring NFL’s T.J. and J.J. Watts to attract male fitness consumers.

Cotter emphasized to WWD that men are “critically important” to Peloton and ensuring they have the right assortment for male consumers with pieces that may become a staple at the office, such as a quarter-zip with a “little P.”

“That’s the kind of stuff we’ve been working on the last couple of years,” she told the publication.

The connected fitness company is headed into the holiday season with “cautious optimism,” interim co-CEO Chris Bruzzo shared during Peloton’s recent Q1 2025 earnings call with investors. In another retail push, Peloton has teamed with Costco to sell its Bike+ at 300 U.S. Costco stores and online through February 15, 2025, or while supplies last. 

As for Peloton’s new CEO, interim co-CEO Karen Boone referred to Stern as a “seasoned strategist,” telling investors that Peloton has “set the table” for his arrival.

“We all are very bullish on the health and wellness space, the share of wallet that is going to go to this category,” Boone said.

Men’s activewear has become a key focus. Last year, Ten Thousand raised $21.5 million in a Series A funding round and secured a sponsorship deal with Life Time. Pacsun officially entered the men’s activewear space this summer with its launch of the A.R.C. Collection, targeting Gen Z males, and Wellen, a California surf-inspired activewear brand acquired by Huckberry in 2018, debuted a technical activewear collection. Fabletics has also turned its attention to male consumers, unveiling the Don pant in September.

The post Can Peloton Conquer Men’s Activewear? appeared first on Athletech News.

Premium activewear brand Vuori scored a $825 million investment led by General Atlantic and Stripes, raising the California-based company’s valuation to $5.5 billion.

Launched in 2015, Vuori secured a $400 million investment in 2021 led by SoftBank Vision Fund 2 and has since expanded its international presence to 18 countries. In 2026, the premium activewear brand expects to exceed 100 stores, with a focus on growth in Europe and Asia.

The brand deepened its partnership with fitness method Pvolve this summer, giving Pvolve members exclusive access to Vuori apparel. 

“As we continue to drive momentum, growth, and market share gains, we are grateful to have the additional partnership of these leading organizations,” Vuori founder and CEO Joe Kudla said. “Alongside our existing major investors, Softbank, Norwest and ABP Capital, General Atlantic and Stripes will be key strategic partners and supporters in our ongoing mission and growth journey. They bring industry expertise and track records in helping emerging category leaders accelerate their expansion efforts while sustainably scaling globally. We are excited to partner with our new and existing investors to continue pursuing Vuori’s mission to make quality products that empower deeper connections with consumers everywhere.”

As part of the transaction, General Atlantic managing director Andrew Ferrer will join Vuori’s board of directors.

“We have followed Vuori for many years, as Joe and the team have thoughtfully built an enduring, generational, and category-defining brand,” Ferrer said. “Vuori’s immense consumer loyalty and incredible product reflect the brand’s relentless focus on quality and innovation, customer experience, and cultivating its team and community. Vuori has significant whitespace to expand globally, supported by long-term tailwinds in athleisure and a large addressable market across women’s and men’s activewear apparel. We look forward to partnering and leveraging our global footprint to support these efforts for years to come.”

The pandemic may have accelerated growth in the activewear sector, with no sign of slowing down. Canadian giant Lululemon continues to face competition, with new brands entering the market—the latest being EPU, a unisex activewear line launched by actor Wilmer Valderrama.

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Kane Footwear is on a roll. Makers of a highly popular active-recovery shoe, the brand has seen its revenue triple year-over-year since its founding in 2021, striking deals with retail giants including Dick’s Sporting Goods, Nordstrom and Scheels. 

More than that, Kane has successfully inserted itself into the athletic-footwear zeitgeist, its shoes being spotted everywhere from NFL and NBA locker rooms to the feet of celebrities like Drake to Moms and Dads across the country as word of mouth spreads. 

There’s a good chance you’ve seen Kane’s somewhere, whether in person or on social media, even if you couldn’t quite identify the brand behind the unique footwear silhouette. Kane’s flagship product, the Kane Revive, is an active-recovery shoe featuring a two-piece mold, proprietary foam technology and holes on the upper section for breathability. 

Kane’s early success comes as the global recovery footwear market is projected to reach $26.7 billion by 2033, up from around $11.2 billion in 2023, likely driven by increased consumer demand for wellness options. Kane is poised to be one of the major forces driving that growth over the next decade. 

John Gagliardi founded Kane to give athletes a better postgame (or post-practice) footwear option than slides, which have traditionally dominated the market. 

“I see our shoes as almost like another piece of equipment for athletes or fitness enthusiasts to wear after performing,” Gagliardi, a former pro lacrosse player who previously co-founded sports equipment company Maverik Lacrosse, tells Athletech News. “I saw the other (recovery) products that were out there, and I just thought we could improve on them.”

Inside an ‘Active Recovery’ Shoe

To create a truly effective active-recovery shoe for athletes, Gagliardi sought expert guidance. He enlisted the help of Dr. Daniel Geller, a sports podiatrist and foot/ankle surgeon based in New York City who informed the design of the Kane Revives. 

Dr. Geller, who serves as Kane’s chief medical officer, tells ATN that the Revives feature a wide base along with a dual-density cushion system that’s designed to provide firmness in the parts of the foot where you need it and softness in other areas. 

“This combo allows you to feel supported through the sole and arch of the foot, while also allowing you to feel protected from the ground reaction forces, providing an extremely smooth heel-to-toe gait cycle,” Dr. Geller explains. 

The Revives also feature RestoreFoam technology, a proprietary blend designed to provide an adequate cushion without being too soft. Additional features include a 10-millimeter heel-to-toe drop, tiny nodes inserted into the soles of the shoes to help stimulate blood flow, and holes on the upper for breathability. 

From the Locker Room to Everyday

The Revive’s features caught the eyes of professional strength and conditioning coaches across the country, who agreed with Gagliardi’s assessment that athletes were in need of a better postgame footwear option than slides. 

“We pretty much launched at a fitness event,” Gagliardi recalls of Kane’s early days. “Then we got some calls from strength trainers and equipment managers in the NFL, and then the NBA, who said, ‘Can you send me a couple? I’d like to buy these for my team.’” 

Keen-eyed viewers of HBO’s “Hard Knocks” series might have seen Kane shoes pop up on their screens during locker-room scenes featuring the Chicago Bears or Detroit Lions, with players on both teams sporting Revives. 

Gagliardi is quick to note the organic nature of Kane’s early growth, with NFL and NBA coaches approaching him, not the other way around. 

“We didn’t have any contacts in these organizations,” he says. “And they buy them for their teams and organizations. We don’t give anyone (free) shoes.”

Beyond the science, Kanes have a distinct and appealing look that has captured the attention of social media stars, athletes and everyday consumers. 

Today, Kane has partnerships with sports and fitness influencers including Matt Choi and Eric Hinman. The brand also has licensing deals with at least 24 college sports programs on co-branded shoes, including football juggernauts like Alabama, Clemson and Georgia. 

Kane is also active in the name, image and likeness (NIL) space in college sports, striking a sponsorship deal with Missouri wide receiver Luther Burden III, who is projected to be a top NFL draft pick next year.

But it’s more than just elite athletes who wear Kane shoes – Revives can be found on the feet of everyone from high school students to their parents to run club enthusiasts. 

“It’s definitely evolved out of the locker room and out of the gym bag to everyday, ordinary use,” Gagliardi says. “It was built for the top sports athlete, but it also translates down to everyday weekend warriors and people just being active on their feet, going to the market, walking your dog and going to the beach.”

What’s Next for Kane?

As it eyes more growth, Kane will look to enter new retail channels beyond its current relationships with stores like Dick’s and Nordstrom.

“We want to be an omnichannel brand,” Gagliardi says, although he notes that Kane is very strategic about where it chooses to sell shoes. 

“We’ve said ‘no’ more than ‘yes,’ Gagliardi notes. “We just want to grow properly and at the right pace.”

For Kane, part of growing properly means focusing on quality and sustainability. 

A certified B corporation, Kane makes its Revive shoes from Brazilian sugarcane, a material that the brand says is better for the environment than traditional components since it’s regenerative and draws down CO2.  

“We try to do things the right way,” Gagliardi says. “We could have made this in Asia for about a quarter of the price, but we make it in Brazil from a top manufacturer using sugar cane, a renewable material. Not everything’s about how much money we can make; it’s about creating a great product.”

Still, Kane doesn’t play up the sustainability factor too much in its marketing, instead choosing to focus on the quality of its active-recovery shoes. 

Asked to identify the key factor that’s allowed Kane to grow so fast since its creation just three years ago, Gagliardi points to word-of-mouth. That, he says, is more important than marketing schemes, influencer campaigns or high-minded statements about Kane’s commitment to the environment. 

“We developed the right product from the start,” he says. “People like it, so they tell their friends, and they buy multiple pairs. I think that’s the gist of it.” 

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The two American brands have joined forces to bring together a new GoRuck rucksack and Birdwell boardshorts

Two quintessential American brands, GoRuck and Birdwell, have partnered for a capsule collaboration. This limited-edition collection brings together GoRuck’s GR1 rucksack and Birdwell’s 300 boardshorts, fusing surfing and military culture.

GoRuck was founded by former Green Beret Jason McCarthy in 2008 and creates gear that can go from combat to everyday life. Birdwell, established in 1961 by Carrie Birdwell Mann, has been a staple for surfers, crafting popular boardshorts. Together, the brands have released the ultimate outdoor accessory and apparel collection.

Jason McCarthy, GoRuck’s founder, spoke about the synergies between the brands. “Toughness, quality, and functionality are the pillars of GoRuck products, and the GR1 was built to thrive in both Baghdad and NYC,” McCarthy said. “This collaboration with Birdwell highlights these shared values, creating gear that’s built to endure.”

At the heart of the collaboration is GoRuck’s GR1 rucksack, which has been customized using Birdwell’s tough SurfNyl fabric in a black camo design. SurfNy is water-repellent and quick-drying. The 26L GR1 Birdwell, made in the USA, is priced at $345 and comes with a co-branded patch.

Birdwell contributed its 300 boardshorts to the collection, accompanied by a special co-branded patch. Priced at $125, these board shorts are crafted from the same SurfNyl fabric, offering functionality in the water.

Birdwell CEO Eric Crane commented, “Birdwell is passionate about creating functional, high-quality beach styles that help people lead healthy lives. This collaboration with GoRuck upholds our shared value of keeping people active long-term by promoting exercise in and out of the water.”

GoRuck made waves earlier this year when it became CrossFit’s official apparel and footwear partner, replacing Nobull, which held the title between 2021 and 2023 after taking over for Reebok.

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ASRV is on pace to generate between $30 million to $40 million in revenue this year

ASRV, a premium men’s activewear line, is introducing its first womenswear capsule in an exclusive collaboration with Equinox.

The high-end fitness and lifestyle brand will serve as the incubator for ASRV’s push into women’s athletic apparel, with the collection spanning bras, leggings, joggers, and tank tops made with Lycra fabric and plant-based French terry material. The capsule includes a belt pack short with a removable pack that expands to store a phone, keys, and wallet.

ASRV’s mantra (its brand name stands for All-Season Recreation Versatility) is reflected in the pieces, which are designed to be functional, adaptable to various temperatures and environments, and allow for an easy transition from workouts to daily activities.

The Equinox x ASRV Collection includes 12 styles priced from $58 to $148 and is available at The Shop at Equinox and the following Equinox locations: East 63rd Street, Greenwich Ave, SoHo, SC NY, Hudson Yards, Greenwich, Connecticut, SC Boston, SC DC, Brickell, Brickell Heights, Lincoln Common, Highland Park, Texas, West Hollywood, Santa Monica, Studio City, Marina Del Rey, SC Los Angeles, SC San Francisco, SC OC, Huntington Beach and Culver City.

“We believe the more functional and performance-driven your closet is, the easier it becomes to embrace a healthy, active lifestyle — and that momentum can transform your entire life,” noted ASRV CEO and head of innovation Jay Barton in a post on Equinox’s site.

Barton added that the ASRV x Equinox collaboration is fitting for their shared commitment to excellence, high performance, and a holistic approach to physical and mental well-being.

“Equinox members embody the same relentless drive that fuels ASRV — individuals who are passionate about fitness and demand top-tier quality in performance and style,” Barton said.

He launched the activewear company in 2017, telling WWD that the idea of womenswear had always lingered in the back of his mind, but he wanted to solidify the brand in the men’s category first. Slow and steady appears to have paid off; he told the publication that ASRV is on track to do between $30 million and $40 million in revenue this year, with the addition of a woman’s line projected to outperform the men’s line within two years.

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From experiential events to membership perks, brands are discovering that a little bit goes a long way in generating buzz and creating loyal customers — especially with Gen Z, who love wellness, a good deal, and an exclusive invite to a social-media-worthy event.

And athleisure giant Lululemon is paying attention, bolstering its complimentary membership program with special members–only perks in “move,” “fuel” and “restore” categories, which were announced last month on social media.

It’s the latest move from the brand designed to generate enthusiasm, having recently cut its full-year guidance due partly to slumping sales in the women’s category and a disastrous Breezethrough leggings launch that resulted in Lulu pulling the new leggings from the market to retool its design.

As part of its go-forward strategy, Lululemon CEO Calvin McDonald recently told investors that increasing brand awareness remains a priority, highlighting a successful and exclusive members-only weekend held at Peloton Studios in New York City earlier this summer, featuring live classes and a 5K run.

McDonald pointed to some of Lulu’s newest partnerships, noting that early feedback has been “very positive” for its member partner perks program, which sees Lululemon teaming with 12 brands to offer special discounts and offers.

“These strategies illustrate just a few of the ways we engage with our guests beyond a simple purchase transaction by offering exclusive experiences and benefits and helping them feel their best, all of which drives and deepens loyalty,” McDonald said.

A statement on the athleisure brand’s website explains that partners were carefully selected based on their ability to enhance members’ daily lives and offer products or services that support well-being.

Lululemon’s partner perks range from fitness to wellness and include a bevy of trendy, well-known brands:

• AG1 – 10 free travel packs, a welcome kit and a special All Day Essentials Belt Bag
• Barry’s – 10% off any single-class pack
• ClassPass – a free, one-month trial with 53 credits
• Erewhon – 15% off one order
• Hyperice – 20% off the Hypervolt Go 2, and 15% off all other products
• La La Land – 50% off the Lulu Latte
• Life Time – no specific deal is mentioned yet; for now, there is just an option to learn more about the premium fitness country club operator
• Methodology – 25% off your first order, and then 15% off orders
• Oura – six months of an Oura membership
• Peloton – 60 day free trial to Peloton App or App+
• Supergoop – 10% off on the first three orders
• Sweetgreen – $5 off the first purchase

Will Perks Pay Off?

Earlier this year, boutique fitness brand Solidcore announced Core Collective, a program that includes exclusive perks for members from brand partners such as Liquid I.V., Milk Makeup, Daily Harvest, Celsius, Care/of and Heyday.

24 Hour Fitness recently launched FitPerks, where members of the fitness chain can earn points from activities such as classes, coaching or check-ins on the 24 Hour Fitness app. The points can be redeemed for partner discounts on gym merchandise, local restaurants, concerts and sports tickets, hotels and resorts.

“We want to build as much motivation into using the gym as we possibly can and having an incentive structure is a great way to give that nudge we all need,” 24 Hour Fitness chief technology and digital officer Debbie Fiorella said. “Our members are at the heart of everything we do, and this program is designed to reward them for their hard work and commitment towards their fitness goals.”

High-value, low-priced (HVLP) fitness chain Crunch Fitness has also developed an extensive perks program for its members across a variety of categories. Meanwhile, Planet Fitness continues to add to its members-only deals with its PF Perks Program. The fitness franchisor returned its PerksFest earlier this summer with deals for Headspace, Crocs, Garmin, GNC and more.

New Planet Fitness CEO Colleen Keating referenced the perks program and its ongoing success during the fitness franchisor’s Q2 earnings call last month.

“One of the other things, I think, that’s relevant in the hospitality background versus what we’re endeavoring to do at Planet Fitness is the opportunity to extend the experience outside the four walls of the club through our app, through loyalty programs and partnerships and even our perks program,” Keating said. “We just had a great month in June with perks utilization. So, there’s an opportunity for us to really leverage our very broad membership base and our high app utilization through partnerships and bringing additional offerings to our members that they value even outside the four walls of the gym.”

Member discounts aren’t reserved just for cost-sensitive consumers – last year, Equinox unveiled a new-level membership program, Equinox Circle, offering deals on helicopter commutes, a dedicated concierge for purchasing luxury watches and more.

The post Lululemon Leans into Member Perks appeared first on Athletech News.

What’s next for athleisure? If you answered denim, you’re on the right track.

The global athleisure market size — projected to grow by $176.3 billion from 2024 to 2028 — is being driven by online shopping, per Technavio. That may not come as a surprise, but other key insights from Technavio’s latest global athleisure market research report underscore how mainstream athleisure has become, what’s fueling demand and the leading players competing in the crowded athleisure wear space. 

Here are some top takeaways from Technavio’s recent global athleisure report and a hint at what’s in store for the future.

Denim Dreams

Just as the pandemic led to an at-home fitness boom, it also drove demand for comfy athleisure wear, which has persisted ever since. However, the market is changing, and fabrics like denim have found a place in athleisure.

Technavio notes that denim makers are increasingly adding athletic elements into their designs, citing Levi Strauss and its research lab dedicated to exploring flexible denim methods. 

It’s a route other brands are taking, like Barbell and its athletic performance denim, leading Technavio to predict that denim athleisure is a growing category with legs. Barbell depicts its denim models actively engaged in yoga, weight lifting and even indoor rock climbing in its engineered-for-comfort jeans.

Sustainability

Consumers are interested in smart fabrics that can keep them comfortable and cool, but the “sustainability generation” (Gen Z) is especially drawn to planet-friendly apparel that is ethically produced. It’s a value that is shared by many brands, like Girlfriend Collective, which creates its activewear from recycled materials, like old plastic water bottles.

While Patagonia is perhaps the most well-known for its sustainability practices, other smaller, up-and-coming brands are also making a name for themselves to appeal to eco-conscious consumers.

Tenere, a conscious luxury activewear brand that launched in 2021, provides its customers with a QR code, revealing a product’s material sourcing and its journey through the supply chain.

Functionality 

Consumers want to be on-trend, but being able to integrate functionality into fabrics is the future. 

With the rising interest in strength training, rucking and other outdoor fitness activities, brands like Omorpho have emerged with gravity sportswear. The Oregon-based startup makes micro-weighted training gear such as vests, shorts, leggings and shirts and closed a $3 million funding round last fall. 

Another functional activewear brand, Tighties, has broken ground with apparel designed to enhance performance and address pain relief, muscle strengthening and active recovery. Launched in 2022, the San Diego-based brand uses the BOA Fit System (known best for its snowboard boots technology) for an adjustable, precise fit. 

“It doesn’t matter if you are an elite performer or an everyday athlete, Tighties works to help you reach your goals,” Tighties founder and CEO  Krystal Gillis told Athletech News. “Based on what you are looking for, we can help add resistance to make your activity more fruitful, or we can help support and subtract from your body ailments. The goal is simple: less pain and more gain.”

Three of Tighties’ initial products are resistance leggings, compression leggings and stabilizer leggings with built-in support, but other activewear offerings are in the pipeline.

“Tighties is a seed that is just starting to bud,” Gillis said. “Part of what I love about this process and our company is all the opportunity that stands before us. I can’t name any specific partnerships at this point, but I can speak to the continuation of our products. Tighties is a whole-body company, and while we are starting in lower body compression, followers should get excited for what’s in store and right around the corner in upper body.”

Fitness & Fashion Meet

Wellness and luxury fashion are also merging, according to Technavio, with brands like Lululemon, Sweaty Betty and Perfect Moment leading the charge.

And what better time than now, with Gen Z and Millennials invested in health and wellness?

Lululemon, the athleisure OG, partnered with Peloton last year on a content licensing arrangement that gives Lululemon Studio members Peloton content on the Mirror. Peloton co-interim CEO Karen Boone recently referenced the deal on the connected fitness company’s Q4 earnings call, stating that it has resulted in low churn and incremental subscription revenue with accretive gross margins for Peloton.

There is also a crossover with high-end lifestyle brands and athleisure. Life Time recently signed Lululemon as its official apparel partner for pickleball and tennis, with Lulu providing athletic apparel to the Life Time community. The brand is also collaborating on special events across Life Time clubs. 

Meanwhile, Pvolve, the low-impact fitness franchise loved by Jennifer Aniston, has deepened its partnership with SoCal-inspired activewear brand Vuori for a nationwide tour and Pvolve-branded Vuori products.

And as celeb-loved Alo Yoga continues to drop new merch, it’s leaned into exclusivity, having launched two invite-only wellness clubs in New York City and Los Angeles for A-listers and influencers, adding to its panache.

Mass Appeal

As popular brands like GymShark begin to penetrate the U.S. market, major apparel companies like Athleta and Old Navy have already heavily invested in athleisure, both of which sell work-appropriate pieces that are suitable for the office as well as the gym at a cost-conscious price point. 

Gone are the days when athleisure and activewear were limited to a couple of racks inside of a store — in recent years, retailers like Kohl’s have increased space for athleisure to meet demand or launched their own line. In 2022, Walmart debuted Love & Sports, while Target launched All in One in 2020, which generated an eye-watering $1 billion in its first year.

Check out ATN’s top activewear brands for Summer 2024 here.

The post The 5 Trends to Watch in Athleisure, Per Report appeared first on Athletech News.

Pvolve members will soon gain exclusive access to Vuori’s activewear and in-person events at studios

Low-impact fitness method Pvolve has deepened its partnership with SoCal-inspired activewear brand Vuori with a nationwide tour and Pvolve-branded Vuori products, which will be available in Pvolve studios later this year.

It’s the latest collaboration from the functional movement fitness brand, which counts A-lister Jennifer Aniston as a devotee, ambassador and advisor, leading franchisee interest to surge. In recent months, Pvolve has partnered with Erewhon for pop-up fitness classes and special deals, as well as activations with Sakara, HigherDose and other premium lifestyle brands.

Julie Cartwright, Pvolve’s president, says the Pvolve x Vuori North American tour kicks off Aug. 19, beginning on the East Coast at Pvolve’s Soho studio in New York City and concludes at Pvolve’s Calgary studio in Canada. Altogether, the tour will bring 17 events across 16 Pvolve studios.

“Our members will enjoy exclusive access to Vuori’s apparel and engaging events in our studios,” Cartwright said. “This collaboration unites our communities, inspiring healthy, active lives.”

Pvolve members who sign up for the tour at their local studio receive a complimentary Vuori BlissBlend set, post-class refreshments and floral arrangements. Class availability is limited, and advanced registration is required.

While Pvolve continues to expand its studio presence (the low-impact fitness brand opened 16 studios across North America in the last year and has 40 in development), it’s continuing to churn out new workouts, one of which is designed for lower back support. 

The new series, co-created by Pvolve chief physical therapist Dr. Amy Hoover and led by Pvolve chief training officer Antonietta Vicario, uses Pvolve equipment as it aims to reduce lower back pain, build strength and improve posture. 

As for Vuori, Athletech News recently reviewed the activewear brand’s best-selling products and items from its upcoming collections.

The post Pvolve, Vuori Deepen Collab with Tour, Retail Products appeared first on Athletech News.

Despite women making up 60% of the market, athletic wear hasn’t always prioritized their unique needs

From too-tight sports bras to suffocating waistbands, it’s evident that athletic wear has often overlooked the specific needs of women, despite representing about 60% of activewear sales. Out of the hope of designing comfortable and practical activewear for women, the FemTech Collection was born.

Women’s athletic brand Sweaty Betty has paired up with Hertility, a fertility and hormone testing service aimed at revolutionizing reproductive healthcare. Together the female-led companies have created FemTech, an athletic clothing line designed by women, for women, to support the unique health phases of menstruation, pregnancy and menopause. 

Founded in London in 1998 by Tamara Hill-Norton and her husband Simon, Sweaty Betty is an internationally-known fitness brand with a devoted female following. The brand offers hundreds of comfortable and flexible designs, allowing customers to shop by specific activities, such as  running, swimming, hiking or snowboarding. 

Sweaty Betty’s diverse collections include the Power Collection, the Lifestyle Edit, and now, the FemTech line developed in collaboration with Hertility.

With many women feeling dismissed by the healthcare system, the founders of Hertility decided to create at-home hormone and fertility tests to empower women to take control of their health. Hertility offers comprehensive support for all stages of life, from mental health care and nutrition to fertility and endocrinology. 

The FemTech line features science-backed designs tailored to help women navigate physiological changes such as pregnancy and menopause. Key pieces include the Leak Protect Power Leggings and Maternity Vest, both designed to offer comfort and support for changing bodies. With Hertility’s expertise, Sweaty Betty’s latest collection ensures that women can work out comfortably through every phase of life.

FemTech isn’t alone in advocating for for female-led research and products. Last week, Berlin-based fitness group RSP Group announced its focus on “female-only” fitness experiences, and businesswoman Michele Kang launched the Kynisca Innovation Hub, to expand research on women’s health. Now, with the FemTech collection, women have activewear for their ever-changing bodies and needs.

The collection includes three maternity designs, a T-shirt, and leak-proof and sweat-free leggings, available both in-store and online. 

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The popular fitness brand is bringing back its online store featuring branded gear ahead of this summer’s CrossFit Games

CrossFit has relaunched its online store featuring retail items such as branded t-shirts, sweatshirts, tank tops and headwear, an initiative designed to build community and modernize the brand’s ecommerce approach under new leadership.

The fitness brand’s most recent online retail launch was in 2023, with the “The Official CrossFit Store” right before the 2023 CrossFit Games. 

Jenna Hauca, the new chief marketing officer of CrossFit, says the relaunch is exactly what the brand needs to expand its reach and better connect with its members.

“By making it easier for our community to showcase their passion for the brand and the sport, we’ll be able to forge deeper connections with loyal members while increasing exposure among people who might be unfamiliar with CrossFit and happen to see our logo on a friend’s shirt,” Hauca told Athletech News. “Naturally, we want to grow our audience, but we’re also focused on continuing to support our existing community by enriching their engagement with us. It’s a marriage of the two—a balance of history and future—that we’re working towards.”

CrossFit, founded in 2000 by Greg Glassman and Lauren Jenai, has become both a fitness regimen and communal space for its members, with over 13,000 affiliate gyms worldwide.

Known for its community-driven culture and results-based approach, CrossFit focuses on high-intensity, varied functional training movements such as calisthenics, Olympic weightlifting, aerobic exercise and pylometrics. 

Hauca says the online store’s relaunch continues the brand’s support and commitment to its over five million members.

“One thing about the CrossFit community that sets it apart from any other I’ve experienced is its deep connection to our mission and the impact our methodology has on millions of lives globally,” she said. “With this passion comes a strong desire to represent the brand. I recognized both a void and an opportunity here to provide our community with a modernized ecommerce offering, allowing them to access premium CrossFit-branded gear.”

The fitness brand has also hosted the annual CrossFit Games since 2007, which this year will begin taking place in Fort Worth, Texas, in August. The new online store will be launching limited-edition products to coincide with the Games.

“Next week we’ll be dropping a limited edition collection to commemorate the 2024 CrossFit Games kicking off on August 8th in Fort Worth, Texas,” Hauca told ATN. “This collection will be available both online and on-site at the Games. We’ll continue to expand our offering, and have near-term plans to incorporate performance wear and workout gear.”

The CrossFit online store currently offers women’s and men’s wear as well as accessories like baseball caps and headbands. Hauca says the brand looks forward to featuring products from CrossFit partners, like newly named official apparel and footwear partner Goruck, in the near future. 

The post CrossFit Relaunches Online Store, Eyeing ‘Modernized Ecommerce’ Under New CMO appeared first on Athletech News.

Athleisure continues to rise in popularity, even years after the COVID-19 pandemic brought about the transition from office to remote work. However, a significant segment of the population, namely big and tall men, has remained underserved in this growing market. 

Big and tall men make up around 11% of the population and the segment is growing at twice the rate of the regular-size men’s apparel market.

Newton’s First, which describes itself as the world’s first big and tall men’s athleisure brand, is exclusively targeting the fast-growing market, valued at $6 billion.

The name “Newton’s First” comes from Sir Isaac Newton’s First Law of Motion, which states that an object in motion will stay in motion unless acted upon by an external force. 

“In our daily lives, our bodies are constantly acted upon by the outside forces of rigid and unforgiving fabrics and poorly designed garments that restrict our natural movement,” explained Newton’s First co-founder Will Cuadros, who previously launched The Winston Box, a big and tall clothing subscription box for men. “Our mission is to produce garments using innovative comfort-first fabrics that allow the body to move naturally, preventing outside forces from slowing you down, effectively breaking the laws of physics.”

Newton’s First offers bigger sizes with fuller midsections while remaining tapered and fitted throughout for a more flattering silhouette. Tall sizes have elongated torso measurements and longer sleeves and are marketed to men 6’3” and up. 

The athleisure brand’s features align with the big and tall demographic’s needs, which are for stretchy fabrics, moisture-wicking technology, and temperature regulation.

Amit Patel, who co-founded Newton’s First along with Cuadros, emphasized the brand’s dedication to fit, fashion, and function.  

“As Big & Tall men with decades of combined experience in the industry, we understand the unique challenges plus-size men face because we’ve faced them all our lives,” Patel said. 

The launch of Newton’s First comes as GLP-1 weight-loss drugs figure to bring about more size inclusivity in fitness and wellness.

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A new proprietary survey is bullish on Lululemon’s future, with analysts confident in the activewear giant’s longevity and ability to thwart competition from emerging brands.

While Lululemon reported a 10% revenue increase to $2.2 billion for its first quarter of fiscal 2024, brands in the activewear and athleisure sector have been facing challenges amid an unfavorable macroeconomic backdrop,

Yet in the crowded athletic apparel space, which includes emerging brands such as Alo Yoga and Vuori, analysts from William Blair see ample opportunity for Lululemon, stating in a research report that the brand can continue to improve its domestic brand awareness, narrowing the gap between its current 50+% figure versus sportswear giants Nike and Adidas, who are each above 90%.

What began in 1998 in Vancouver, Canada, as a yoga apparel company touting leggings that would provide the best fit (and an envious backside) has morphed into more than an activewear company — Lululemon has become a global status symbol of fitness and fashion-forward athleisure, with popular pants that retail for as high as $118. 

Even with such a price point, the survey cited in the research report showed that Lululemon consumers come from a broader range of household income than one might expect. The survey found that 10% to 15% of respondents with household incomes under $75,000 owned Lululemon products, for example.

“Relative to Alo and Vuori, Lululemon has a clear advantage in awareness with younger consumers and with consumers with household incomes less than $100,000,” the William Blair analysts noted.

Lululemon has also surpassed Alo and Vuori in terms of brands purchased by consumers in the last six months and purchase intent for the next six months, which the analysts say suggests that Alo and Vuori have “little competitive impact” on Lululemon. 

From a single standalone store in 2000, Lululemon joined the prestigious S&P 500 last fall, cementing its place as one of the world’s biggest apparel brands.

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