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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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, 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.

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.

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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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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. 

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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.

The post Lululemon Well-Positioned Against Activewear Competitors appeared first on Athletech News.

Makeup is more than just an aesthetic choice. It can also be an athletic one.

Ahead of this summer’s Olympic Games in Paris, Milani Cosmetics has launched a rebranding campaign for its well-known Make It Last Setting Spray and this time it has some help from members of Team USA and the WNBA.

Team USA gymnast Jordan Chiles, WNBA star Sabrina Ionescu, Team USA volleyball player Chiaka Ogbogu, and weightlifting champion Mattie Rogers are partnering up with Milani to promote the setting spray on social media and streaming TV platforms. 

“This campaign marks Milani’s first-ever partnership with athletes and we are absolutely thrilled to join forces with Jordan, Sabrina, Chiaka and Mattie and for this launch,” said Mary van Praag, CEO of Milani Cosmetics. “Because our award-winning Make It Last Setting Spray lasts for up to 24 hours, it provides the invisible staying power that helps makeup endure through anything, whether that’s a regular workday and night out, or hours of endurance training, a game in 90-degree heat, a killer floor routine or a photo-finish moment.”

Milani Cosmetics released its Make It Last Setting Spray, the top-selling setting spray in the U.S., back in 2017.  The moisture-rich glycerin and 2% antioxidant-rich niacinamide formula boasts 24 hours of waterproof and sweatproof wear. 

Makeup setting spray is typically used to prepare, hydrate, and “set” makeup to leave the skin dewy and glowing. By blending powders and cream products, sprays attempt to provide a lasting finish. 

Milani isn’t the only cosmetic company to cater products to athletes. In April, Athletic Cosmetic Company launched several waterproof and sweatproof products specifically for use during exercise. 

Jordan Chiles, a member of the USA Women’s National Team, is a 2020 Tokyo silver medalist, 2022 World team champion, and now a face of the Milani brand. In a recent social media post, Chiles promoted the Make It Last spray, calling it a necessary product for her sport. 

“My secret to serving face & sticking the landing?” Chiles wrote in her caption. “Getting set with Make it Last Setting Spray so I can focus on the finish. This sweatproof & waterproof formula with up to 24HR wear keeps my makeup as flawless as my routine.”

Jeremy Lowenstein, Milani’s chief marketing operator, says this collaboration comes just in time for the cultural spotlight on female athletes. 

“This is a golden age for women’s sports across the globe and we couldn’t be more excited to partner with this diverse group of top American athletes at this moment,” Lowenstein said. “The ‘Face Set. Mind Set.’ campaign highlights the connection between preparing ourselves physically and mentally for the day and the idea that when our face is set, our mind will follow. Each of these inspiring champions embodies determination, endurance and confidence and we’re proud to partner with and count them as part of our passionate Milani community.”

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Chamelo Eyewear has officially launched, unveiling a line of smart eyewear equipped with proprietary color-changing lenses, including a workout-focused pair.

The company’s lens technology allows wearers to instantly adapt their eyewear to their environment, activity, mood and style.

The eyewear boasts tint adjustments in less than 0.1 seconds, 1,800 times faster than traditional photochromic glasses. Users can control lens tint through touch, sliders, automatic settings, or the brand’s app, allowing adjustments to suit any occasion or weather condition. 

Chamelo has three collections, with prices ranging from $199 to $385. The Sport Collection includes Music Shield, a pair of workout-focused glasses with customizable tints and integrated audio. Users can customize visibility for any activity or environment, from the sunniest golf courses to beaches with variable cloud coverage. The sunglasses’ built-in speakers and microphones also allow for on-the-go communication or entertainment.

“The eyewear industry is built on outdated tech, and smart eyewear has historically scared off consumers with impractical designs and lack of genuinely useful features,” said Reid Covington, CEO of Chamelo. “At Chamelo, we’re leading the industry by bringing cutting-edge first-to-market technology to consumers and offering a level of customization and versatility never before seen in eyewear.”

“With world-class audio, you have a fun, feature-packed wearable that looks and feels like a stylish pair of designer shades. You’ll never want to take them off (and you won’t need to),” Covington said.

Two-time NBA All-Star Stephon Marbury has joined Chamelo as chief brand officer. “

“Be different. See different. That’s the ethos we live by at Chamelo,” said Marbury. “I’m excited to be involved in bringing a new wave of sunglasses to market that not only elevate style but also bring never-before-seen innovation and functionality to eyewear.”

The brand has plans to expand its range of frame styles later this year, including a frame designed by Marbury.

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“We Do Gym.” It’s a straightforward, three-word statement at the heart of Gymshark’s new global brand platform, which is filled with moxie and unites devoted fitness fans with common gym life facts.  

For the U.K.-based Gymshark, the new ad campaign could be part of its plan to generate buzz as it eyes the U.S. market. In February, Gymshark founder and CEO (and the U.K.’s youngest billionaire) Ben Francis promised that 2024 would be the brand’s “biggest year ever,” with Gymshark launching a high-end line, “Everywhere,” and sharing plans for a 12-month pop-up in the heart of Manhattan. 

Mikey Robinson, senior creative at Gymshark, captures the new ad campaign succinctly:

“The campaign celebrates the niches and nuances of the gym sub-culture,” he wrote in a post on LinkedIn. “It features stringer vest nip slips, bum scrunch shorts, training to failure, callous chewing, all served with a side of chicken, rice, and broccoli. Developed alongside Apna Studios, it is full of IYKYK truths, speaking directly to our customer and community.”

The campaign includes humorous (yet relatable) imagery such as a man grasping eight cartons of eggs alongside text that reads “Never Skip Egg Day” and a woman next to a rack of leggings in every color and a message – ‘Has Every Colour. Still Wears Black.” Another image depicts a skeptical-looking man eyeing a piece of broccoli on his fork and the message “Chicken, Rice, & Broccoli For Dinner. Again.” 

Robinson added that Gymshark knows the world that dedicated fitness buffs are immersed in more than any sportswear brand.

“Because we’re not a sports brand. We’re a gym brand,” he wrote. “We are Gymshark. We Do Gym.”

It’s a sentiment that Gymshark has long embraced, but seemingly decided it’s time to remind the world. 

“People sometimes mistake us for a sports brand or an athleisure brand, but we’re a gym brand,” chief brand officer Noel Mack said in a widely reported statement. “It’s our reason for existing and for our community and it’s their reason to believe in us.”

The simplicity of “We Do Gym”- a brief yet powerful statement reminiscent of Nike’s “Just Do It,” as brand marketing expert Aaliyah Taylor pointed out — is intended to cut through the noise of modern distractions.

“In a world of fast scrolling and short attention spans, we wanted to find a way to tell consumers everything they need to know about us in the shortest, most understandable way we could,” Mack added.

This spring, Gymshark also launched an online store for UAE consumers as part of its Middle East push.

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Nike and Hyperice have teamed up to introduce new wearable technology to aid with athlete warmup and recovery, including compression massage sneakers and a temperature-changing vest.

The Nike x Hyperice boot is a high-top shoe that combines heat and dynamic air compression massage for athletes’ feet and ankles. It features dual-air Normatec “bladders” that are bonded to warming elements, a system that distributes heat evenly across the upper, so heat can better penetrate muscles and tissues.

The tech simulates a warmed-up state so athletes can compete more quickly and efficiently. With customizable settings, wearers can synchronize heat and compression levels in both shoes or operate them individually, selecting from three levels powered by a battery pack in each shoe’s insole. 

The Nike x Hyperice vest offers athletes a way to precisely control their body temperature during warmups and cooldowns. The vest uses thermoelectric coolers, delivering instant heating and cooling without ice or liquids. Thermal modules equipped with sensors monitor and maintain body temperature, while an air bladder and pressure sensor adjust the vest to fit snugly for maximum effectiveness. 

“The Nike x Hyperice products are designed to help athletes perform at their best by addressing thermal and dynamic air compression needs across the spectrum of their journey – from warm-up and mobility to preparing the body for training and competition to recovery,” Anthony Katz, founder of Hyperice, a brand trusted by athletes including Patrick Mahomes and Erling Haaland, told Athletech News. 

The Perfect Fit

Katz explained that developing the products was not an easy journey. The size of the boots, in particular, made including all of its components and the battery in an elegant and wearable manner difficult.

“The second challenge was dealing with the curves of a shoe- which don’t offer a lot of flat surfaces, so it was really a combination of a great industrial design that also considered the needs for the electronic components to fit and work in an elegant way,” he said. “Early feedback from athletes has been that after wearing the boots and vest, they feel that their traditional warm-up and recovery routines have been taken to a new level, both physically and mentally.” 

Eliud Kipchoge, a highly decorated marathon runner, got early access to the high-tech boots.

“I have used the Nike x Hyperice boots before and after many key sessions in my training for the Olympic marathon,” Kipchoge said.  “When using before a warm-up for a fartlek or hill session, it makes my legs feel light during the workout. I also use them post-run as a key part of recovering my muscles.”

The Rise of ‘Pre-Covery’

With the collaboration, Nike and Hyperice look to redefine the concepts of warm-up and recovery by integrating them into apparel and footwear, creating a new concept altogether.

“Recovery is an important part of any athlete’s journey, but we’re hearing from athletes that this concept of ‘pre-covery’ is equally as important,” said Tobie Hatfield, senior director of Nike Athlete Innovation. “The footwear and vest that we’ve developed with Hyperice help get the body ready for activity, whether you’re playing for a title or you’re on your feet a lot at work.”

Katz, who founded Hyperice in 2011 with some help from the late Kobe Bryant, added that the partnership with Nike is a long time in the making.

“Since the inception of Hyperice, we have taken a lot of inspiration from Nike, from the care and innovation we put into our products to how we connect with the athlete,” he said. “This collaboration is the culmination of years of work between our two brands to deliver innovative footwear and apparel for the athlete with the goal of enhancing their performance and recovery. And this is just the start.”

No official release date has been set for the products, although athletes at the upcoming Paris Olympics will wear the Nike x Hyperice boots and vest and provide feedback to the brands.

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Reebok is expanding its FloatZig Running Shoe line, unveiling two new models, the FloatZig X1 for performance road running and the FloatZig 1 Adventure for outdoor trails.

The launches are accompanied by new colorways for the FloatZig 1 and FloatZig Symmetros, which continue to indicate the Boston-based brand’s investment in the running market. The new colorways and products will be available online Friday, June 28^th. 

“The introduction of Reebok’s New Shape of Running, the FloatZig, was met with incredible success this past spring, igniting momentum as we expand the franchise further,” said Todd Krinsky, Reebok president and CEO. “Receiving praise from the run community and landing on the feet of today’s top celebrities, we’ve reinvigorated Reebok’s place in running and we’re excited to bring the FloatZig to even more runners with the introduction of the FloatZig X1 and FloatZig 1 Adventure.”

The FloatZig X1 is priced at $200 and was designed for marathon racing and long-distance training. It has a carbon fiber plate between foam layers for a responsive and energy-efficient step. The shoe’s mesh upper also promotes breathability and lightness. At only 9.1 ounces with a 6 mm drop, the FloatZig X1 provides stability and support without added weight. 

The FloatZig 1 Adventure, which retails at $150, is focused on outdoor adventures. The shoe has a sticky rubber outsole with angled lugs for extra grip on uneven terrain. The FloatZig 1 Adventure weighs 10.3 ounces and has a 6mm drop, making it a supportive but versatile shoe for trail runs or hikes. 

The FloatZig Running shoe line was launched earlier this spring with FloatZig 1, a combination of Reebok’s Floatride Energy Foam and Zig Tech technology but in a midsole shape. The shoes retail at $130, a relatively affordable price for performance running shoes.

Reebok is eyeing the running space as a strategically desirable market, although time will tell if the investment pays off. 

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Australia-founded boxing and strength gym franchise UBX and Adidas Boxing have kicked off a new campaign, “Boxing is for Everyone,” showcasing the fitness accessibility of the popular sport and releasing a co-branded line of merchandise at UBX gyms around the globe. 

The non-contact boxing franchise (currently in growth mode in the U.S. and abroad) offers members a 12-round circuit of boxing and strength training in under 45 minutes, and an app is available for on-demand training and nutrition support.

UBX co-founder and managing director Tim West says that as the boxing and strength gym franchise expands globally, the Adidas Boxing partnership will allow UBX to deliver exclusive ranges to each market.

“We aim to release limited edition gloves and apparel that resonate with our UBX communities worldwide,” said the fitness and tech entrepreneur, who launched UBX in 2016 alongside world champion boxer Danny Green. 

Massive Growth Plans

West spoke to Athletech News about UBX’s growth plans last November following a milestone year that saw UBX break ground in New York, Tokyo, Manchester and Dublin, expanding from its presence in Australia, New Zealand and Singapore.

“1,500 gyms in the U.S. and 1,500 gyms rest-of-world is the current goal,” West said at the time. “Currently, we have over 500 gyms contracted to open, which makes us, on paper, 3 times larger than the biggest boxing provider in history.”

The boutique boxing franchising also touts extended access hours for members at select locations, allowing them to train within a 24/7 window that is self-directed and assisted by digital screens. Not only is the concept ideal for those with irregular or long working hours, but the low-labor model is also an attractive selling point to prospective franchisees.

The flexibility circumvents high labor costs, which often result in gyms opening minimally during the week and weekend and limits member engagement.

“They’re actually shut more than they’re open,” West pointed out of some facilities with a limited schedule. “We knew members would train more regularly if they had more access to the gym, so we created a system that can deliver a highly engaging and effective workout even outside of staffed hours.”

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