As consumer interest in wellness and experiences increases, activewear brands in the U.S. are able to tap into a broader base of potential shoppers. At the same time, the structural decline of wholesale partners has stunted the growth of the main distribution channels for most activewear Index brands. Amid these shifting dynamics, brands increasingly prioritize direct-to-consumer revenue growth, and the bar is rising quickly. More than omnichannel fulfillment, brands must also differentiate in-store services and aim to create genuine community. Beyond buzzy experiential pop-ups, brands must ensure enduring relevance and cohesiveness between channels. This year’s Index showcases activewear brands redesigning digital experiences around newness, prioritizing their women’s businesses and redefining loyalty.