Casual athletic wear is having a moment in the spotlight as one of the highest growing fashion trends in the United States. Brands like LuluLemon and Athleta, which have been catering to female athletes for the past twenty years, are finally getting their chance to shine.
Nike and Lululemon are currently the top two women’s activewear brands in the country. Athleta, which is often compared to Lululemon for its female focus and vast array of workout leggings, is on track to make $1 billion in sales this year. With these brands taking a fresh digital approach to marketing, the increase in women’s athletic wear is warranted. Allyson Felix, the highly decorated olympic athlete, partnered with Athleta on it’s “Power of She” campaign which gained widespread popularity for its emphasis on female empowerment. Nike has also become accustomed to featuring strong female role models and athletes on their social media pages in a bid to encourage more women customers.
The surge in health-conscious and fitness enthused female consumers is perfect for many athletic brands that have not focused on females in the past, according to a Gartner L2 report on this topic. Brands like Athleta and Lululemon that have lead the way in female athletic wear will thrive in the growing industry as they continue to deliver products that are durable, reliable, and performance enhancing.
With athletic wear becoming the everyday apparel of many consumers, women-focused athletic brands can look forward to a surge in sales that does not look to be slowing down anytime soon.