The sportswear industry is dominating our social world in 2021 as we continue to scoot from our indoors and seek comfort outdoors.
Although the fashion industry had a rough year, it appears that athleisure and activewear brands flourished more than ever. According to Statista, the sportswear market in the United States was valued at approximately 105.1 billion U.S dollars in 2020 and is projected to reach 113.4 billion U.S dollars by 2021.
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As we emerged from a year of uncertainty, it’s clear as gin that we’ve all been influenced by the pandemic – and our clothing came to be a remembrance of that unexpected and undeniable transformation. With half of the globe’s business meetings taking place in front of a laptop at home, sweatpants, leggings, from the top wholesale fitness apparel suppliers have quickly become inherent to our professional attire. That came to be our street style – with leggings, crop tops, and sports bras, all of which provide physical and mental comfort.
People need comfortable clothing. They need to embody an athletic and casual leisure style that promotes movement, flexibility, and screams, “I like outside”. Even so, athleisure will likely skyrocket within five years, promising development for the fashion industry in the future.
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What is Athleisure?
Athleisure refers to the athletic apparel which people can wear in non-athletic situations. The latest advancements in fabrics, the trend of sporty aesthetics, and body-conscious movement have been critical to the success of fashion’s athleisure movement.
Combining both the sleek and the functional design, the athleisure trend has played a key role in the renaissance of sportswear on the fashion scene. Athleisure encourages “transition” moments with leggings and other yoga pants, which can be worn anywhere, anytime, became widespread, and finally reached premium and luxury brands. Today, popular sportswear brands like Vuori Clothing, Alo Yoga, and Epoque Evolution are breaching the old distribution model and bringing into existence a niche in this segment.
Rooted in the wellness movement and focused on inclusivity, the evolution of athleisure is clearly far from reaching an endpoint.
- Athleisure: The Street Combination of Healthy Lifestyle and Fashion
According to recent research, athleisure is clearly on the rise. As of popular brands, everyone from Primark to Eres to Nike has launched athleisure lines to cash in on the $400 billion annual markets in the U.S alone. By many accounts, athleisure has come to be the signature of the 21st century so far.
However, brands are not the only advocates of athleisure. Truth be told, we mimic the clothing choices of the most popular, attractive, and admired celebrities. Whether they are athletes, movie stars, models, musicians, or any other type of top entertainers, many of the average public are used to their fashion stimuli and get ideas about the hottest and trendiest thing to wear from them.
Popular athletic brands like Adidas, Puma, Nike, and Reeboks are trying to promote their latest athleisure apparel using fit, hip, attractive, young influencers for making the public gravitate towards their brands.
While the use of influencing personalities to endorse the latest leggings, sportswear, or the cosiest plaid PJs isn’t new, brands trying to enter the athleisure market are allying their image with young, massively popular internet influencers famous for their exciting and unique fashion choices.
- The Rise of Fitness-Conscious and Healthy Lifestyle
The success of athleisure also stems from the brand’s need to capitalize on this trend by promoting its products as a critical element of today’s healthy, dynamic, fitness-conscious lifestyle. Fitness is again a popular theme in many of the commercials for companies and brands promoting their latest hot athleisure “must-haves” lines.
Surprisingly, fashion brands are marketing hiking, jogging, yoga, biking, and recommending people use their sportswear and apparel to feel comfortable, enjoy, and look good while doing these activities. Even so, popular sportswear brands continue to imply their products will improve the experience.
- On-Demand Classes are Now Young People
Roughly 65% of athleisure products are going to tweens, teens, and young adults. The new trend among athletes trying to break into this profitable market is designing and promoting clothing to be worn by young people.
In many cases, companies and brands that never had an interest in this audience are now dedicating a large share of their advertising budget to create online, TV, print, and radio advertising designed to grab and hold the attention of this demographic. We see new ad campaigns using hip hop and other forms of popular music and activities to pursue the young audience.
- Social Media Transformed a Sporty Trend into a Holistic Lifestyle
Socials like Instagram deliver loads of selfie-ready, dynamic details featuring celebrities’” behind the scenes” like context. Many fitness influencers and celebrities begin to mix and match non-sportswear with leggings to make their outfits more versatile, which in turn encourages millions of followers to adopt a more nonchalant appearance. On Instagram, these influencers/celebrities disclose every aspect of their lives and promote athleisure brands.
Brands alone aren’t strangers to this movement either. Many companies and brands trying to reach the younger audience to market their newly designed athleisure products rely on social media marketing. It’s expected that over 4 billion people will use social media in 2021. This makes it an ideal space for race between brands who already compete with each other to get their athleisure apparel into the mind and onto the bodies of as many buyers as possible. Online marketing continues to enhance brands’ online presence, increase the public’s awareness of and engagement with companies and brands, promote on-the-fence consumers to become loyal clients, and is an effective way to address customer service issues.
Sustainability is another influencing factor of this trend, with increasingly more consumers continuing to discover and invest in new sportswear with sustainable, durable and high-quality materials; in 2021, many environmental-conscious brands are looking to bridge the gap between fashion and creative-functional designs.
Ultimately, brands managed to make clothes for the everyday athlete, clothes that allow greater freedom of movement and care for the environment.
