Athleta has dropped a new activewear collection with advanced, no-slip fabric technology made for the most intense, high-impact workouts. 

It’s a crowded space, the activewear game — especially as brands and retailers clamor for the spending power of women, who account for nearly 60% of activewear sales. In recent weeks, fitness pioneer Tracy Anderson and Calia, a women’s performance wear brand sold exclusively at Dick’s Sporting Goods, have debuted women-focused activewear that places fabric functionality at its core.  

Athleta’s new Train Collection is not only innovative, it brings to life the brand’s mission to empower women through movement, said Casey Schumacher, senior director of design.

“With this launch, Athleta continues its commitment of creating products for real women with our obsessive attention to every detail,” she said.

The Gap-owned brand says it conducted third-party lab testing to perfect the eight-piece activewear collection, $69 – $135, to achieve the ideal fit, design and functionality for active women.

“We wanted to ensure we created a product she could jump, lift, sweat and move in without distraction,” Schumacher explained.

Athleta’s new collection relies on the magic of its PowerMove fabric, crafted partly from post-consumer plastic bottles (yet comfortable) while offering active-friendly coverage and stretch.

The brand says its Train Collection is “anchored” by  Interval Tight, which includes two lengths of high-performance leggings, capris, shorts with stay-put bonded waistbands and a fitted jacket with a removable hood.

For pre and post-workout style or layering purposes, Athleta has also included an Unstoppable Fleece assortment with ‘Flex Fleece,’ a new fabric made with spandex and recycled polyester fiber. A zip-up, lightweight jacket, vest and joggers are available, all quick-drying for the comforts of outdoor training.

Athleta also took care to include pockets in the pieces of the Train Collection for streamlined storage needs.

Sportswear Slump

Activewear and athleisure may have boomed during the pandemic, but brands are facing a more challenging environment at the moment.

Gap reported Athleta’s net sales for the third quarter of fiscal 2023 were $279 million, down 18% compared to the prior year. The apparel company noted in its earnings release that Athleta’s sales in the quarter “continued to be challenged” and indicated that the brand would work to “reengage its core customer through better product and brand right marketing.”

Athleta isn’t alone — Under Armour is also facing a sportswear slump after reporting slowing sales. Last month, Nike cut its annual revenue forecast and announced a $2 billion cost-savings plan involving layoffs at the sportswear giant.

Lululemon, a leader in the active and athleisure space that joined the S&P 500 last year, also remains cautious in the face of market uncertainty as it enters the men’s footwear space. Although Lululemon’s men’s line saw a 15% growth in 2023’s third quarter, brand awareness has remained low in the U.S. and even more so outside of North America. 

The post Athleta Launches ‘Train’ Line for Intense Workouts appeared first on Athletech News.

Lululemon is launching its first men’s footwear line, a strategic decision that’s part of the athleisure brand’s overarching goal to double its men’s business and compete more aggressively in a space already crowded with established brands like Nike and Adidas.

The Vancouver, Canada-based brand is launching its first men’s casual sneaker, called the “cityverse,” as well as two new running shoes for both men and women, the “beyondfeel running shoe” and the “beyondfeel trail.”

Cityverse will be available on February 13^th, and the new running models will launch on March 19^th and in May, respectively. 

Lululemon hopes that improving its men’s business overall will help it grow total revenue to $12.5 billion by 2026. The company’s sales in the last quarter reflected a 19% increase, a growth rate that was down slightly from 27% in the previous year, as competitors like On Running have grown in popularity.  

“With new performance running shoes and our first-ever casual sneaker added to our lineup, we can now outfit both men and women in versatile gear from head to toe,” said Sun Choe, chief product officer at Lululemon. “Extensive research, wear-testing and ambassador feedback went into each of these designs to ensure a perfect fit, no matter the activity.”

To create the shoes, the brand studied the differences in foot shape between men and women and made adjustments based on intended activity. The beyondfeel running shoe contains seven combinations of upper material, foam compound and construction methods between the men’s and women’s designs to account for such differences. 

While apparel and accessories remain the focus of Lululemon’s business, the foray into footwear is seen as more than just an add-on. This expansion is perceived as a strategic move to strengthen the brand’s position, especially against rivals who have long made men’s footwear a core part of their offerings.

Lululemon’s footwear collection will not be limited to these initial launches. The brand plans to introduce further innovations to its footwear collection throughout the year, including the Restfeel Sandal. The newest footwear collection will be available in select stores across North America, Europe, and China Mainland, as well as online.

The post Lululemon Enters Men’s Footwear With Big Ambitions appeared first on Athletech News.

The old shoes dwelling in the back of your closet could be worth more than you realize. If they’ve got the letters “NB” sewn into them, they’re likely worth digging up.

New Balance announced the launch of its footwear resale program, powered by Archive. Dubbed “Reconsidered,” participants can mail in or drop off gently worn shoes at store locations in exchange for New Balance vouchers.

Voucher amounts are determined by the age and condition of the returned shoes. Then, after cleaning them up, New Balance makes those shoes available for purchase online.

“We know the footwear industry has a significant environmental impact, including too many products ending up in a landfill,” said John Stokes, director of sustainability at New Balance. “There are many things that have to shift. Launching Reconsidered is one piece of the puzzle with a program objective to help extend product life for some of our products and get the most from what is already made.”

The program uses Archive as its foundation — a technology platform specializing in branded resales for apparel and footwear companies. Archive makes launching and scaling re-commerce operations simple for brands to drive customer loyalty and acquisition with a variety of models applicable to different kinds of businesses. Archive’s logistics partner, Tersus Solutions, provides product cleaning, fulfillment and warehousing services.

“Reconsidered was designed to give customers an easy, accessible way to keep New Balance shoes in circulation, as well as to provide consumers with a better buying experience for pre-loved shoes at an accessible price point,” said Emily Gittins, CEO and co-founder of Archive. “We’re proud to partner with New Balance to launch a full-service recommerce program that keeps shoes out of landfills, attracts new customers, and builds on existing customer loyalty.”

The Reconsidered launch speaks to New Balance’s broader environmental intentions. The sports footwear and apparel company wants to achieve 1.5°C-aligned emissions reduction through the Science Based Targets Initiative (SBTi) and source 100% renewable electricity for owned operations by 2025. The Boston-based brand also aims to continue sourcing lower-impact materials, transitioning to lower-carbon transportation and engaging with governments to help enact better climate policy.

Customers in the United States can access Reconsidered at www.newbalancereconsidered.com. In-store trade-in opportunities will begin at eight retail locations before expanding to more U.S. stores later this year.

The post New Balance Launches Sneaker Resale Program in Sustainability Push appeared first on Athletech News.

Ginger Ressler co-founded Fabletics in 2013 with her husband Don Ressler and Adam Goldenberg, with the brand soon after adding actress Kate Hudson. A Southern California Native and former Division 1 track athlete, Ressler began the brand with the vision of creating affordable but high-quality activewear.

Over the last decade, Fabletics has taken the activewear space by storm, with its innovative VIP membership program and wide variety of apparel and accessories.

In addition to Hudson, the brand has notably collaborated with celebrities including Kevin Hart and Khloé Kardashian, making it a household name in the activewear space.

Athletech News spoke with Ressler about her experience in co-founding Fabletics and how the company has stayed relevant and continued to innovate in the activewear space over the last ten-plus years.

The following conversation has been lightly edited for clarity and length.

Athletech News: What gap did you see in the market that prompted you to co-found Fabletics? 

Ginger Ressler: At the onset of the brand, I had a very personal connection to what we were creating with Fabletics. As a Division 1 track and field athlete, fitness has always played a huge role in my life, as well as juggling my role as a mom of four. I take my workouts seriously, but having fun is most important – in and out of the gym. I wanted to bridge this “fun first” thought process and creativity to create high-quality items at an affordable price point. I knew this brand would resonate with others, and help people feel empowered to look and feel their best. 

ATN: What differentiates Fabletics from its competitors in a crowded market like activewear? 

GR: One of the things that sets Fabletics apart is the versatility of the products we make – I can go from a workout to school pickup, to a meeting, or go run errands – while feeling confident in the same outfit. These products simply work for my lifestyle, and I knew I wouldn’t be alone in that thinking.  

But when you’re one of many, I think it’s important to have multiple differentiators that help set you apart from the crowd. At Fabletics, we have many reasons as to why we have a loyal member base. First, we’re the largest digitally native activewear brand in the marketplace. Secondly, our unique, flexible and innovative VIP membership model allows us to build a deeper relationship with our core consumer. And, most importantly, it’s always been our mission to create fashionable, high-performance active lifestyle products that are accessible – made for every body shape – at an attainable price point. 

ATN: What have been the biggest challenges you’ve faced as a company and how have you overcome them? 

GR: No matter who you are and where you’re at in the journey of your brand, challenges come and go. At Fabletics, we listen to our members and believe success comes by 1) creating a huge variety of products that are technical, stylish and comfortable, 2) continuing to push the boundaries by offering accessible sizes and price points, and 3) collaborating with people who we value to showcase our brand, like Kevin Hart and Khloé Kardashian, for example. 

After ten years, Fabletics continues to create an amazing product that stands out amongst competitors. We’ve always prided ourselves on our ability to listen to what consumers are asking for – body diversity and accessibility continue to be at the top of that list. As we strive to create unique products that stand out, we push ourselves to create new, stylish, and purposeful products and expand categories, like launching Fabletics Scrubs in 2022. 

ATN: How important has expansion into new areas been for Fabletics over the past few years, such as adding menswear and the launch of Fabletics FIT? 

GR: You’re hitting the nail right on the head – expansion and diversification have really helped drive growth for Fabletics since the brand’s inception. Throughout the years, our expansion into new categories, like Scrubs, Men’s, Lounge, Sleep, Any-Wear, and Swim, has allowed Fabletics to become more than your average traditional activewear brand. With a broader offering comes a broader reach – the ability to engage with an entirely new customer that perhaps we didn’t appeal to before.

Simultaneously, as we’ve expanded into these new categories, we’ve also aligned ourselves with incredible ambassadors – like Kevin Hart, and Khloé Kardashian – who have helped establish brands, curate thoughtful collections, and provide input into new designs and styles. Our curated collections created with well-known celebrities have been successful because we’ve taken the time and effort to align ourselves with people who share the same passion we do for fashion and fun.

With every new partnership, we aim to raise the bar. Our two-part Edit collection with Khloé Kardashian in fall 2022 was one of our most successful to date. Her authenticity, keen eye for style, and genuine and passionate fanbase heightened attention to this incredible collection. We aim to recreate that success time and time again.

ATN: What’s next for Fabletics? 

GR: 2024 marks Fabletics’ 10-year anniversary – a momentous milestone. To celebrate, we’re kicking off the year with a special archive curation for our Luxe360 Collection, a quarterly release of elevated, high-fashion and high-performance items that are designed to make you feel your best while keeping movement in mind. This anniversary-themed capsule is a nod to some of the brand’s most legendary pieces of all time – taking you through a decade of style.

As the year goes on, we’re looking forward to launching additional collaborations with some well-known celebrity partners, rolling out some exciting brand partnerships, relaunching certain categories, continuing to build on our retail presence and experience, and striving to always develop the best products possible for our members. 

The post CEO Corner: Ginger Ressler on Fabletics’ Activewear Rise appeared first on Athletech News.

Calia, a women’s performance wear brand sold exclusively at Dick’s Sporting Goods, has launched a new apparel collection, Inspire, featuring a revolutionary new fiber.

Marketed as Calia’s most versatile collection yet, the Inspire activewear line is designed to transition from workout to everyday life while remaining supportive, functional and fashionable.

The highlight of Calia’s new collection is Lycra Adaptiv technology, a new-to-the-market fiber offering lightweight support that responds to body movement by expanding in motion while remaining in place with a “second-skin” effect. At rest, Lycra Adaptiv provides the garment wearer with shaping and compression.

In addition to its supportive fit during play and rest, Inpsire’s new line also includes odor and moisture prevention with BodyFree and BodyBreeze Wicking technology and UPT technology to help block UV rays during outdoor workouts.

Calia’s Inspire activewear line, ranging from $48 to $128, includes leggings, shorts, bodysuits, dresses, tanks and sports bras in a variety of subtle pastels and earth tones.

“We know activewear is not just for when you’re intentionally being active,” said Alycia Scott, VP of vertical brand design for Dick’s Sporting Goods. “We wear it throughout our daily lives, and it’s become a staple in many women’s wardrobes both inside and outside of the gym. With Inspire, we wanted to create pieces that were tough enough to withstand the most intense workout but comfortable enough to wear all day long. We want women to feel like they can do anything and have Inspire move with them.”

To spread the word about its new collection, the activewear brand launched a new national ad campaign, “Calia Inspire: There’s Beauty In The Burn,” with a 30-second spot featuring Big Boss Vette’s hit song, “Pretty Girls Walk.” Although the ad is now running on social and streaming services, it will have its first broadcast debut during February 4th’s Grammy Awards.

The global women’s activewear market is expected to grow through 2029, with North America’s market projected to grow considerably. An increasingly “fitness-conscious culture” and material innovations are considered two driving forces behind the surging activewear market, according to market research.

Earlier this month, fitness pioneer and entrepreneur Tracy Anderson dropped the first piece from her namesake collection — a $95 Power Mesh Shrug using high-performance fabric that allows for freedom of movement.

The post Dick’s Sporting Goods Unveils Women’s Activewear Line for All-Day Use appeared first on Athletech News.

Fabletics is celebrating its recent 10-year anniversary by releasing the Luxe 360 Archive Collection designed by co-founder Ginger Ressler. Featuring new takes on beloved pieces, the twelve-piece collection is size-inclusive, ranging from XXS to 4X, and includes a range of pieces including men’s shorts, sports bras, leggings and jackets. 

The Fabletics Luxe 360 Archive Collection includes items such as the Femina Top, a lightweight layering top, the One Short, lightweight men’s shorts, the Cozy Fleece Go-To Sweatpant and the Define High-Waisted Legging. Starting Tuesday, the collection is available for purchase in Fabletics physical stores and on the Fabletics website.

“Being able to celebrate a decade of Fabletics is truly a humbling experience,” Ressler said. “Looking back at what we’ve created, and the loyal Members who have championed Fabletics from the start, makes me so proud of what we’ve accomplished over the last ten years. As a thank you to our Members, this celebratory Luxe 360 Archive Collection pays homage to some favorites, with a reimagined design we know our fans will love even more than the originals.” 

Known for affordable activewear with a premium vibe, Fabeletics is driven by its VIP membership program, where a monthly membership fee provides access to 20-50% off activewear, free shipping on all orders over $49.95, and free access to the Fabletics FIT app, for trainer-led on-demand workouts.

Founded by Adam Goldenberg, Don Ressler, and Ginger Ressler in 2013, Fabletics has had an eventful and successful decade. The brand famously added Kate Hudson as a co-founder in 2015 and collaborated with the actress to launch its first celebrity-inspired line. Hudson now holds an advisory role with Fabletics and reportedly owns 20 percent of the company.

Under the umbrella of TechStyle Fashion Group, Fabletics became heavily reliant on analytics to grow its activewear lines. In 2017, the brand added dresses, swimwear, and footwear. In 2020, Fabletics expanded to menswear and signed Kevin Hart as an investor and face of the new line. The brand also recently teamed up with Khloé Kardashian on an apparel line, which dropped in September and was Fabletics’ most popular collaboration to date.

This story has been updated to include additional information on Fabletics’ product lines.

The post Fabletics Celebrates 10 Years With Throwback Collection  appeared first on Athletech News.

Chances are good that if you peeked into the closet of the average consumer, the amount of activewear they own has substantially increased in recent years. Mirroring the surge in activewear popularity is Redefine, an active and athleisure trade show launching this month to showcase top activewear brands and connect them with key retailers. 

On January 24 and 25th at Lavan in the Chelsea neighborhood of New York City, Redefine attendees can expect to see the latest from top activewear brands such as Spiritual Gangster, Beyond Yoga, Splits59, Lune Active, MPG Sport and more.

“With the cancellation of a previous activewear show platform, like-minded showroom owners and brands joined forces, and Redefine was born,” explained Jasmine Kielb, owner of JDK Sales. “Redefine will set itself apart from your traditional tradeshow by showcasing sought-after labels within the active/athleisure/daywear space while partnering with venues to create the ultimate buying experience.”

Kielb points out that the growing awareness of sustainability in the fashion industry has extended to athleisure, with brands concentrating on using high-quality, sustainable fabrics. 

“Sustainable brands are very much what the market is demanding, so it was imperative that we highlight powerhouses like Lune Active and MPG Sport,” she said. “Lune Active creates pieces using organic cotton and recycled polyamide mixed with modal and recycled polyester. MPG Sport has set Science Based Targets (SBTs) to go to net zero for scope one and two emissions by 2028 and scope three by 2035. By choosing pieces from participating brands at Redefine, you are supporting and embracing a circular economy.”

Aside from a sustainability push, Redefine sees continued activewear trends in court sports and bright colors, such as neon hues, with pinks and yellows leading the way in 2024.

“The balance of sporty and chic continues to dominate the industry,” Kielb noted. “Polo vibes with active skirts and dresses — traditional activewear has shifted into sportswear with layers, outerwear and multifunctional pieces that can be worn for tennis, pickleball or golf.”

Kielb also spots a shift from traditional activewear to utilitarian daywear pieces, giving consumers a wide variety of fashion choices.

“Collections include dresses, bodysuits, cargo pants — where comfort meets style,” she explained. “Dresses range from tennis dresses that are fashionable to wear from the court to the street to midi and full length, which can be dressed up with heels or dressed down with sneakers. Bodysuits are chic and functional to pair with a legging or sweatpants, making the transition post-workout easy. Cargo pants are popping up in collections and offer a comfortable and stylish look.”

Redefine promises to deliver a unique experience with the launch of its show, aiming to hit the mark with attendees.

“The biggest complaints (of traditional shows) are that the shows are not curated, too large to navigate and frankly, uninspiring,” Kielb said. “At Redefine, buyers will snack on fun and flavorful bites from local caterer What’s the Kitch and sip on healthy refreshments from Don’s Coconuts. It’s time to bring fun back to wholesale shopping.”

Redefine plans to host the activewear event twice yearly in NYC, with the next show slated for August. 

“Our goal is to connect brands with key retailers, forming long-lasting relationships not only in the Northeast but Southeast as well,” Kielb said. “We’re in the process of securing spaces in other regions and will announce on our website once confirmed.”

Click here to register to attend the Redefine show.

The post Redefine Show To Unite Activewear Community in NYC appeared first on Athletech News.

A consortium of investors has acquired Bandier and Carbon38 in a move meant to reinvigorate the activewear space.

Formerly plagued with supply chain challenges, Bandier had been actively seeking a buyer as recently as last month for its assets, inventory, intellectual property and certain commercial real estate leases.

BC Brands, led by CEO Kate Nadolny, views the union of Bandier and Carbon38 brands as marking the start of an exciting chapter in activewear. Nadolny previously served as Bandier’s CEO.

“We are fueled by a shared passion for excellence and a commitment to pushing the boundaries of what activewear can be,” Nadolny said. “Our journey together is just starting, and we’re eager to unveil the incredible possibilities that lie ahead.” 

Looking ahead, BC Brands plans to expand both retail and wholesale channels across domestic and international markets. 

Along with its e-commerce footprint, Bandier operates brick-and-mortar retail shops in hot spots, including New York City, Southampton, New York, Dallas and Los Angeles.

Carbon38’s e-commerce shop offers luxury merchandise under its proprietary label in addition to third-party activewear brands, such as Nike, Adidas by Stella McCartney and Cynthia Rowley.

BC Brands is supported by investment firm Restore Capital and BNF Capital’s Annvest, according to a LinkedIn post by Hilco Global, Restore Capital’s operating company. 

“Despite operating as a unified organization internally, both brands will maintain their independent identities when engaging with consumers,” the post read. “This integration aims to enhance operational efficiency and scale for the two brands, enabling them to explore potential acquisitions in an industry poised for consolidation.”

While BC Brands plans to continue cornering the market on women’s activewear, other brands, such as Lululemon, Rhone and Ten Thousand, are looking to target male consumers. Lululemon recently announced it would boost its brand awareness this year, accompanied by the launch of a new men’s footwear line. 

The post BC Brands Acquires Bandier, Carbon38 in Women’s Activewear Play appeared first on Athletech News.

Tracy Anderson, a fitness pioneer whose brand encompasses studio locations and virtual personal training, has just entered the activewear market with the launch of the Tracy Anderson Collection and its first piece — the Power Mesh Shrug.

Crafted to bring warmth during arm sequences while remaining fashion-forward, the Power Mesh Shrug, $95, is now available online at the Tracy Anderson Shop, offered in both black and nude colorways in a high-performance fabric. 

Following the Power Mesh Shrug, the Tracy Anderson Collection will drop a new piece each week on tracyanderson.com. The 12-piece collection will feature seven styles of shrugs, unitards, leotards and two-piece sets in various colors. 

“Activewear should feel like a second skin. When you’re moving with me, the goal is always to find freedom in motion,” Anderson said. “That’s why I’m excited to announce this new line of only essentials. For me, the finest activewear indulges in simplicity – clean lines, flattering fits, first-class comfort.”

Anderson, who founded the Tracy Anderson Method, is familiar with the activewear space, collaborating last summer with dancewear brand Bloch on a line inspired by her time as a professional dancer. The TA x Bloch line of leotards, unitards and two-piece sets remain offered on her site. She also launched a capsule collection in 2019 with Barneys.

More recently, Anderson launched HeartStone, limited-edition weighted energy trainers featuring healing and energy–boosting hand-cut rose quartz, to support arm sequences. The latest product follows Anderson’s mission of creating sustainable fitness equipment free of toxic materials. Each HeartStone purchase comes with access to an app filled with arm workouts curated by Anderson.  

The post Tracy Anderson Unveils Activewear Line, Drops First Piece appeared first on Athletech News.

SheFit, a sports bra brand and activewear company dedicated exclusively to women, is launching a trio of new products and SheFit Studio, an experiential concept meant to create a better sports bra with the help of its customer base.

Frustrated by other fashion athleisure brands having taken the “sport” out of sports bras, Sara Moylan, founder and CEO of the Michigan-based SheFit, set out to create the ultimate product so female consumers could set their preferred sports bra fit with full adjustability, support and comfort. 

SheFit’s patented technology bras deliver infinite adjustability, with sizes ranging from XS to 6Luxe, offered in three impact levels: low, medium or high.

“We are the only company that is focusing on sports bras,” said Moylan,  a self-described fitness junkie. “There is no other company out there that’s as brand-focused on innovating sports bras first.”

It was a pain point Moylan knew well, at one time wearing two or three bras in order to work out, while still being uncomfortable. 

“I actually had no intentions of ever starting a company, I was just trying to solve my own problem,” she said, adding that the sports bra has historically been viewed as merely an add-on product, an afterthought often designed or created by men. 

She started SheFit in her basement, bootstrapping the sports bra company with her husband without any venture backing, before appearing on “SharkTank” in 2016 and scoring an investment from Daymond John.

“I think the momentum that the company has had, and the growth that we’ve seen in a very short period of time is just a testament to the product that we’ve developed and how it really, truly is changing women and girls’ lives,” Moylan said.

While the sports bra company has been wildly successful, it’s also been the target of two lawsuits in 2022 alleging a “toxic culture” and tax evasion, according to Crain’s Detroit Business. SheFit declined to comment on the matter, emphasizing that it is a closed and settled chapter in the company’s past.

Moylan succinctly sums up the SheFit sports bra experience, using a quote from a C-cup consumer that she now keeps on her wall: “I didn’t know I bounced until I didn’t bounce anymore.”

The activewear company went viral on TikTok in 2020, quickly building a loyal following, dubbed SheNation. Now, over 50% of SheFit’s revenue is driven by organic content as the brand continues to build a community of women searching for (and discovering) the perfect fit in SheFit sports bras.

Leveraging its existing base of upwards of 30,000 fans and using a consumer-driven approach, SheFit Studio will launch December 19th. The studio allows devotees exclusive access to product drops for purchase and encourages them to “torture test” and provide feedback on the activewear with designers. 

“We care about how things fit,” Moylan said. “We care about how she’s using the product, what is she doing with the product? What is it that she could change and what is it that she wants? What is it that we’re not giving her that she’d like to see?”

SheFit co-collaborators will earn rewards for future purchases in exchange for testing out the activewear and providing valuable feedback. 

As for SheFit’s new product developments, the activewear brand is set to introduce the Flex Lite — a revolutionary hybrid sports bra designed for supportive transitions between work and workout activities (or vice-versa), the Flex-Run Sports Bra, an upgraded version featuring fresh styles and an eagerly anticipated swim collection and swim covers that have long been desired by SheNation consumers. The new products will begin dropping in January 2024. 

Although SheFit products have a vast retail footprint with its e-commerce shop, an Amazon storefront and can be found in various brick-and-mortar locations — including two Life Time clubs in White Bear Lake and Lakeville, Minnesota, the sports bra brand continues to move forward with its retail push.

“We’re not looking to have our own flagship store per se just yet,” Moylan said. “But we already have started the strategic initiatives to really focus on our partners and who we’re going to work with and that’s all starting.”

The post SheFit Enters Next Chapter With Sports Bra Studio, New Products appeared first on Athletech News.

Lululemon, having just pulled off the single biggest day in the history of its company with Black Friday, announced its third-quarter fiscal 2023 results, which CEO Calvin McDonald described as another strong quarter for the athleisure brand. 

The Vancouver-based company reported a net revenue increase of 19% to $2.2 billion when compared to Q3 of 2022 and expects net revenue for 2023 to be in the range of $9.549 billion to $9.584 billion, representing a growth of 18%. The activewear brand opened 14 net new company-operated stores during the quarter, ending with 686 stores.

“As we enter the holiday season, we are pleased with our early performance and are well-positioned to deliver for our guests in the fourth quarter,” McDonald said, adding that he’s energized by what he calls “significant opportunities” ahead for the leading activewear brand.

In October, Lululemon was added to Wall Street’s S&P 500 index, causing the activewear brand’s stock price to hit its highest level since December 2021. Lululemon’s shares hit a record high on Friday followng the brand’s Q3 results, which beat estimates.

McDonald touched on Lululemon’s successful Black Friday strategy, where the brand saw a significant increase in app downloads (roughly 250,000+) which allowed Lululemon fans to access special sales. 

Lululemon’s board also authorized a new stock repurchase program for up to $1 billion of the company’s common shares, which McDonald noted reflects the optimism in Lululemon’s growth trajectory.

The brand saw its women’s business increase by 19%, fueled partly by new products, such as the sort and form-fitting Wundermost bodywear. However, Lululemon reports that while its men’s line saw growth of 15% in the third quarter, overall brand awareness remains low (13% in the U.S., 12% in Australia and single digits outside of North America.) 

“Similar to during the COVID-19 period, we see that when there is some uncertainty in the macroenvironment, men can become a bit more conservative in their apparel purchases,” McDonald told investors.

The number of activewear brands targeting male consumers seems to be increasing, as seen with Rhone and Ten Thousand. Lululemon plans to boost its brand awareness with men and has been testing media-based campaigns in the U.S. — a strategy it plans to continue in 2024 when Lululemon launches a new men’s footwear line.

As for its international growth, Lululemon reports that all regions grew in “strong double digits,” with a 53% increase in China. 

Mostly Mum on Fitness

Despite a new high-profile 5-year partnership with Peloton, Lululemon execs didn’t focus on the arrangement on its recent call with investors, except to state that it will no longer produce content or sell Mirror hardware. Meghan Frank, Lululemon chief financial officer, noted a post-tax asset impairment and other charges related to Lululemon Studio, totaling $72.1 million during Q3.

Frank also shed light on Lululemon’s guidance outlook, reiterating that while the company is pleased with the trends seen at the beginning of the holiday season, Lululemon is mindful of the current economic landscape — one that has contributed to NY-based women’s activewear brand Bandier to offload its assets and IP. 

“The majority of the quarter remains in front of us,” she said. “We remain aware of the uncertainties in the macro environment, and we continue to plan the business for multiple scenarios.”

For Q4 2023, Lululemon expects net revenue to be in the range of $3.135 billion to $3.170 billion, representing growth of 13% to 14%.

The post Lululemon Shares Hit Record High Despite Activewear Uncertainty appeared first on Athletech News.

CorePower Yoga, the nation’s largest yoga studio brand, has unveiled a collaboration with EleVen by Venus Williams. The collection launched today and brings to life a custom collection of yoga-ready activewear. 

Williams, a tennis champion and entrepreneur, founded EleVen to create fashion-forward activewear that transitions from the court to everyday life. The brand was inspired by her love for fashion and athletics. For the first time, EleVen’s style debuts on the yoga mat through this collection. The pieces blend seasonal colors and high-performance fabrics to allow wearers to flow through their yoga practice in style and comfort. Each item in the collection is crafted with a soft compressive fabric, designed to offer performance without compromising on comfort.

The CorePower Yoga and EleVen collection includes a Flow Bra, Flow Legging, and Flow Pullover, available in Deep Emerald, and the Vinyasa Tank and Vinyasa Tummy Support Pocket Legging, available in Black and Midnight Plum. 

“Mindfulness is an essential aspect of my life both on and off the court. A healthy mind is crucial for a healthy body, and yoga is such a powerful way to develop and strengthen the mind-body connection,” Williams said of the partnership. “I’m so excited to partner with CorePower Yoga and collaborate on this new collection that is both stylish and comfortable, allowing people to practice their own mindfulness and feel confident doing it.”

The complete CorePower Yoga and EleVen collection is available for purchase starting on November 3rd on the CorePower Yoga website and in select studios nationwide.

The post CorePower Yoga, Venus Williams’ EleVen Partner on Activewear Collection appeared first on Athletech News.

Equinox and StockX, an e-commerce marketplace for sneakers and clothing, are collaborating for an exclusive pop-up at Equinox’s Bond Street location in New York City through the end of October.

A first look at the pop-up is planned for October 5 at Equinox Bond Street from 6 to 7:15 pm to kick off the Equinox and StockX collaboration. The event will include limited-edition StockX sneakers, apparel and collectibles. Attendees can also try Circuit Breaker, a powerful new Equinox fitness class, from 7:30 to 8:15 pm.

The Equinox members-only event is a concept of Equinox Circle, the luxury lifestyle and fitness company’s program spotlighting elite brands while delivering special access to experiences, events, content and exclusive offers.

This past May, StockX was announced as one of eight brands in the Equinox Circle debut lineup. As a result of the collaboration, Equinox members and hotel guests can access exclusive StockX events, curated products from Equinox Master Trainers and promotions.

“As part of anticipating customer needs, we are thrilled to bring our members access to expertly curated partner offerings,” said Julia Klim, vice president of strategic partnerships and ventures at Equinox. “Our members trust us to bring them the very best and now we’re delivering on 30 years of expertise.”

In addition to StockX, Equinox Circle boasts access to brands including Bezel, Blade, Dorsia, Indagare, Oura, Provenance and Thorne as partners, satisfying tastes ranging from luxury watches, travel, wellness wearables, supplements and healthy food.

The exclusive membership platform is available to club members, Equinox+ subscribers and Equinox employees.

The post Equinox, StockX Host Month-Long Pop-Up Event in NYC appeared first on Athletech News.

Over the last five years of health and wellness, Bala has been making a splash. Founded in 2018 by Natalie Holloway and Max Kislevitz, the fitness accessories brand has secured investments from Shark Tank investors Mark Cuban and Maria Sharapova and garnered the support of A-list celebrities like Kim Kardashian, Selena Gomez and Reese Witherspoon.

Now, Bala is embarking on its biggest retail launch to date with the retail giant Target. Starting in September, Target locations have begun to carry Bala’s workout accessories. 

“Target was always the North Star and a dream retail partner for us, and we are so excited that we are now available in 1,382 stores and at Target.com,” Holloway told Athletech News. “Target has such a loyal and large audience, so bringing Bala into more consumers’ lives across the country is what excites us.”

Bala’s mission has always been to enhance the fitness experience through innovative products that blend seamlessly with one’s lifestyle. Their signature offering, the Bala Bangles, are wearable weights that add extra resistance to activities but also come in a range of colors. The Bangles add some weight to workouts like yoga, aerobics, walking, core training, and Pilates. The product is made of steel wrapped in soft silicone, with elastic hoop and loop fasteners for a customized fit. 

During the pandemic, Bala’s growth exploded. In 2019, the brand hit $2 million in sales, after being picked up by stores and websites like Free People, goop, and Bandier. By the end of 2020, Bala reached $20 million in revenue. Target is the latest of Bala’s retail partnerships, but the store represents a different audience than many of its existing channels. Bala has traditionally been associated with higher-income fitness-focused individuals, but Target has the potential to broaden this reach to different demographics. 

The brand is hoping that through its partnership with Target, more people will have access to its fitness products to enhance and elevate their workouts.

“Our business model is approximately one-third DTC, one-third wholesale/retail and one-third Amazon,” Holloway shares. “Now with a partner like Target, next year could look completely different, which is exciting.”

At Target, Bala products will come in a range of colors, like the new ‘Ocean’ shade, as well as classic color options like Charcoal and Blush. Bala Bangles will be available in both 1 lb and 2 lb options, and can be strapped to wrists or ankles. In addition, Bala Bars and Bala Bands will be available. 

Update: This article was updated with quotes from Natalie Holloway

The post Bala Eyes Wider Consumer Base With Target Retail Deal appeared first on Athletech News.

The functional training era is officially here, with gymgoers increasingly drawn to workouts that incorporate some combination of barbell training, bodyweight exercises and other full-body movements. 

The rising popularity of modalities like Olympic weightlifting, kettlebells and calisthenics has forced gyms and other facilities to rethink how they design the fitness floor – space and variety are now paramount.

For equipment manufacturers, the game is changing, too. 

Life Fitness recently created LFX, a comprehensive functional training experience that combines equipment with programming, education and digital experiences to give facilities an all-in-one solution. With LFX, Life Fitness is essentially offering gyms the best of both worlds: expertly equipped functional training spaces along with guidance on how to design workouts and run group training classes.

“LFX was born as a way to help facilities create these spaces, and then actually program the spaces to bring them to life for their members,” says Leigh Wierichs, Global Training and Education Manager at Life Fitness.

With LFX, facilities can choose from seven pre-designed equipment packages, all of which contain some combination of Life Fitness and Hammer Strength functional training equipment.

One of the most popular LFX packages is Motivate, which includes Life Fitness’ Synergy180 wall-based storage system, power pivots, rope pulls, four Heat Rowers, and accessories including stability balls, medicine balls, slam bags, kettlebells and dumbbells.

Another popular option is Compete, which offers four barbell training stations, Olympic-style bumper plates, dumbbells and kettlebells, along with Hammer Strength HD Air Bikes and treadmills, all complemented with ample storage space around the perimeter of the buildout. 

The design team at Life Fitness helps facilities choose the LFX package that best fits their needs based on space and the workout preferences of their members. Part of the reason Life Fitness created LFX was to help fitness operators make sense of how to choose from the overwhelming amount of functional training equipment options available on the market today. 

“Our customers were coming to us saying, ‘You have this incredible portfolio of equipment, but we’re having trouble visualizing or understanding what this could look like in our space,’” she explains. “Our customers wanted to optimize the functional training experience for their exercisers, and we wanted to empower them with easy-to-implement solutions.”

LFX goes beyond just equipment, though. The team at Life Fitness has developed 36 workouts that gyms can use in conjunction with LFX buildouts. Life Fitness also offers “Education Days” to teach gym instructors how to conduct group or personal training sessions using LFX equipment. 

“We offer three (Education Day) courses that support everything from one-on-one to group training,” Wierichs says. “The goal with LFX is to provide something that’s very customizable, so that no matter where your team is on their instructor journey, they’ll be able to deliver a great experience for your members.”

Among several digital solutions Life Fitness has incorporated into its new functional training spaces, the equipment maker has a partnership with Myzone to make the MZ-Instruct platform available as part of LFX. With MZ-Instruct, members taking group training classes on LFX equipment can see the workout movements being performed by their instructor in class displayed on a TV screen. That gives class participants constant visual guidance on how to correctly perform various functional training movements, which is helpful since even the best instructors can’t coach everyone at all times. 

LFX users can also see their heart rate data displayed on-screen thanks to Myzone’s signature tracking tech.

Importantly, Life Fitness designed LFX group training classes using what it calls a “team circuit” approach. Instead of every member in a class performing the same exercise or each person doing their own thing, participants are grouped into small teams of around four people who all perform the same movements and motivate each other during the session.

“We see the team circuit as the best of both worlds,” Wierichs says. “You get that benefit of those old-school group training classes where everyone was down doing push-ups together, suffering together and building team spirit, but you also get the variety of circuit training.”

From equipment to group training programming, each LFX solution is designed to help gyms better engage their members. Post-pandemic, people are returning to gyms for two main reasons: to work out with a variety of functional training equipment they can’t get at home and for the community aspect.

“We believe LFX is a ready-made, easy-to-implement solution that can essentially tick all the boxes of what exercisers want and ultimately, what’s driving them to come back to facilities,” Wierichs says. “It’s giving them something they can’t get anywhere else.”

So far, it seems to be working. In gyms utilizing LFX equipment and programming, Wierichs is noticing a trend where people who wouldn’t ordinarily engage in modalities like Olympic weightlifting are trying them out because the equipment is readily available and is presented in a fun, engaging way through group training. 

“The instructor support and the team energy in the group training environment gives people the confidence to try something they wouldn’t have tried before,” Wierichs says.

To learn more about how you can take your functional training space vision from inspiration to installation, visit the Life Fitness website. 

The post With LFX, Life Fitness Is All-In on Functional Training appeared first on Athletech News.

Zumba has teamed with Crayola to launch a new apparel collection that blends the crayon company’s iconic colors with vibrant and splashy designs to celebrate and promote positivity and inclusion.

The “Colors of Kindness” collection features 40 pieces spanning clothes and accessories, including graphic print tees with statements such as “Dance in Color,” “It’s Okay to be Cray” and “Dance Outside the Lines.”

A preview of the collection debuted at Zumba’s annual instructor convention in Orlando, Florida, on August 11.

“This partnership with Crayola is a natural fit for Zumba,” said Carolina Moraes, chief marketing officer at Zumba. “The ‘Colors of Kindness’ collection is not only stylish and fun, but it also promotes a message of inclusivity and positivity, which is at the core of our brand. We’re excited to see the impact this collection will have on our Zumba community and beyond.”

April Heeren, general manager of outbound licensing at Crayola, says the colorful collaboration empowers people to become the best of themselves.

“Colors of Kindness encourages kids and adults to think positively, share words of encouragement and celebrate kindness through all forms of artistic expression,” Heeren said.

The collection is available globally at ZumbaWear.com.

The post Zumba Launches ‘Colors of Kindness’ Apparel Collection With Crayola appeared first on Athletech News.

Gap Inc. has appointed Chris Blakeslee, formerly of Alo Yoga, as Athleta’s new president and CEO.

Athleta, founded in 1998 to serve athletic women, was acquired by Gap Inc. in 2008. The activewear brand now operates over 200 stores in the U.S. and Canada. 

Blakeslee will join the activewear brand on August 7, overseeing strategic growth and product innovation. He will also continue Athleta’s mission, “Power of She,” which launched in 2016, providing grants and advocacy work for women and girls. 

Athleta’s new president and CEO has held various roles across marketing, sales, product portfolio management, and operations, coming to Athleta after serving as president of Alo Yoga and Bella+Canvas since 2017.

Under Blakeslee, Alo Yoga grew to over $1 billion in sales in 2022, nearly doubling its year-over-year growth.

Athleta’s parent company Gap Inc. also named its own new CEO, Richard Dickson, of Mattel. Dickson replaces Sonia Syngal, who led Gap for two years. The executive changes have reflected positively on shares of Gap, which are up nearly 6% in the past five days. 

While activewear may have seen a boom during the at-home fitness craze, according to a report by McKinsey, athletic footwear and activewear saw revenue declines of 4 to 6% in the first nine months of 2022, resulting from weakened consumer demand.

In its Q1 2023 financials, Athleta reported net sales of $321 million, down 11% when compared to last year, with sales in the quarter impacted by “continued product acceptance challenges.”

Still, Gap is rallying behind the new leader of Athleta to change course.

“A true brand champion, Chris is known for driving results in high-growth businesses through the blend of creativity and operational rigor,” said Bob Martin, executive chairman and interim CEO of Gap Inc. “Chris is a strong, decisive leader and proven business driver across multiple industries, including active apparel and wellness – one of the fastest and most aspirational retail sectors – making him well suited to guide Athleta into long-term, sustainable growth rooted in delivering high-quality performance product and a rich omni shopping experience.”

Blakeslee, who holds an MBA from John Hopkins University, commented that he’s long admired the Athleta brand.

“I see incredible runway for the brand to capitalize on its unique, purpose-led positioning and performance product innovation, leveraging its assets across marketing, stores, product and community to deliver consistent growth,” Blakeslee said. “There is something really captivating about the ‘Power of She’ when it comes to engaging women and girls in all aspects of life, and I can’t wait to jump in with the teams to harness this in a way that will further serve customers’ wants and needs.”

Athleta appointed Julia Leach as chief creative officer in May.

This past spring, Athleta announced a partnership with elite athletes to empower women and girls and made a $175,000 donation to the Women’s Sports Foundation to advocate for women’s equality in sports and life. 

The post Athleta Taps Alo Yoga President as New CEO appeared first on Athletech News.

Life Time has named LSKD, an Australian-owned activewear company, as the exclusive apparel brand for its female coaches, instructors and trainers across its lifestyle and athletic country clubs in North America.

The partnership follows a recent deal with men’s activewear brand Ten Thousand, which is the exclusive men’s fitness training apparel brand of Life Time’s training groups. 

LSKD will provide exclusive merchandise, event experiences and pop-up shops for Life Time.

It’s a big success for LSKD, which quickly gained steam in Australia before entering the U.S. earlier this year with its first headquarters and storefront in San Diego. In an interview with Athletech News last year, LSKD founder and CEO Jason Daniel shared that the activewear-meets-streetwear brand had longed to bring its enthusiasm stateside.

“We immediately saw great alignment between our respective company missions and values in the pursuit of fitness, well-being and happiness,” Daniel said of the tie-up with Life Time. “We’re excited to work with Life Time in our first big partnership in the U.S., and to provide their female trainers with our high-quality sportswear as we build and inspire our community in the United States.” 

The collaboration will see the apparel brand become the official training brand for Life Time’s Dynamic Personal Training, studio classes and Signature Group Training programs including Alpha, GTX and Ultra Fit.

“We are thrilled to bring the high-energy and impactful LSKD brand, apparel and vibe to Life Time in their first-of-its-kind collaboration in the United States,” said Kelly Warner, Life Time vice president of partnership marketing. “Our Life Time female coaches, instructors and personal trainers are elated that this already iconic brand with fabulous fits, styles and quality will be their exclusive apparel collection as they empower our members to live healthier, happier lives.”

The brand will also sponsor Life Time’s popular “Ignite the Night” annual cardio parties.

Life Time is experiencing a post-pandemic surge in demand for its group fitness offerings, one of its senior executives recently told Athletech News.

The post Life Time Makes LSKD its Exclusive Apparel Brand For Women’s Instructors appeared first on Athletech News.

Blink Fitness has named By My Grace as a retail partner, with the NYC-based lifestyle brand’s vibrant and colorful crew socks, calf-high socks and towels available for purchase at select Blink locations.

It marks the first-ever retail collaboration for the low-cost gym chain. Blink Fitness says that if its partnership with By My Grace goes well, it hopes to explore others in the future. 

“At Blink Fitness, we think that the best part of working out is how it makes you feel,” Blink’s chief marketing officer Carissa Ganelli told Athletech News. “We loved the idea of a collaboration with a local, women-owned business that shares our value of radiating positivity. It’s the perfect complement to the vibe in our gyms, and we are excited to bring this fun and vibrant By My Grace collection to Blink members!”

The following accessories are available at NYC Blink Fitness locations in NoHo, Boerum Hill, Chelsea, Penn Station, Bryant Park, Williamsburg, 54th, Corona, Astoria, Woodside, Parkchester and Riverdale:

• Crew Socks – $23 – tie-dye pink color 
• Calf-high Socks – $23 – tie-dye gray color 
• Towel – $15 – tie-dye blue + orange

Making Fitness More Accessible

In addition to Blink’s By My Grace collab, the fitness company celebrated Pride month with a series of initiatives supporting The OUT Foundation, which aims to remove barriers that make it difficult for members of the LGBTQ+ community to access and participate in fitness, health and wellness.

During the month, for every Green membership sold, Blink donated $10 to the foundation and $1 for each participant that attended a special Pride workout event earlier this month. 

There is also a colorful limited-edition, Pride t-shirt available for purchase at select Blink gym locations for $27, with $2 from each t-shirt sale being donated to The OUT Foundation. 

“As a brand built on the vision of being the gym for ‘Every Body,’ Blink has inclusion at the very heart of our core values,” said Madeleine Merchant, Blink’s chief people officer. “We are honored to support the important work of The OUT Foundation this Pride month, and we hope our commitment and contribution can extend their outreach and support of the LGBTQ+ community.”

The post Blink Fitness Gets Into Retail Game, Partnering With NYC Lifestyle Brand appeared first on Athletech News.

Legends, an apparel brand that was born out of the courts of the Mamba Foundation, has evolved from a mere sportswear brand into a lifestyle brand. The company was founded by Scott Hochstadt, who has successfully established Legends as a company that blurs the lines between sports, culture, fitness and fashion.

Celebrities like Quavo from Migos, inspirational pro-wrestler superstar Zion Clark, former NBA players Matt Barnes and Steve Nash, Dodgers pitcher Noah Syndergaard, LA Rams QB Baker Mayfield and Barstool celebrity Big Cat have all aligned themselves with the Legends brand.

Athletech News spoke with Hochstadt about his background, his goals for Legends and the future of the activewear space. 

Athletech News: Tell us about your background and how it inspired Legends.

Scott Hochstadt: Growing up, I watched my father work in sales for Champion. I was able to follow him on business trips and hang out in NBA locker rooms and visit some of the grittiest sportswear shops in the country. I then went off to prep school to focus on lacrosse and was recruited to play at the University of Maryland. I was inspired by my peers’ style and the top trends of that time and also got insight from fellow Maryland athletes who built Under Armour. My father was unfortunately laid off from Champion, and as a student-athlete in the art department, that forced me to pay for college by designing and selling T-shirts which ultimately fueled my desire to build a business that was my own.

I also built the biggest brand in lacrosse and brought the sport to the western United States before starting Legends. As an athlete myself, I wanted a sportswear brand that other athletes could believe in and actually want to wear because I know what it feels like to train in uncomfortable and basic shorts or shirts. But, it’s more than just the practicality and the look of the clothes. I wanted to build a brand that was a team and centered around making better communities around us.

ATN: What makes Legends unique? 

SH: Legends is more than just good-looking clothes that are comfortable and functional. It’s about building community through grassroots efforts and shifting culture through different drops and collaborations. Our approach at Legends means merging different worlds to build a better one. We are fully backed by some of the biggest names in sports and entertainment and use our platform to support and promote various community efforts that are spearheaded through our investors that include Quavo, Baker Mayfield, Matt Barnes, Steve Nash, Marcus and Markieff Morris and many others.

There’s an attitude to the brand, the product, the cuts and the way it’s marketed. In order to grow, you have to let some guardrails down to open up new markets. The Legends crew consists of public figures focused on the work, both professional and philanthropic — that often goes unseen. Our guys have a mindset to outwork everybody. 

ATN: How do Legends’ partnerships with athletes and entertainers shape the brand and its evolution?

SH: By partnering with athletes and entertainers that have similar values, we’ve created a brand that has disrupted the traditional performance apparel space by using our passions and real-life experiences to create clothes that people actually want to wear. We’ve done collections with various NFL and NBA teams as well as culture drops with Quavo. We hosted a Super Bowl Party and VIP Lounge at X Phoenix where guests enjoyed IV and Recovery Stations, a G1 Gaming Lounge and a performance by Meek Mill. Most recently, we supported Quavo’s 5th Annual Huncho Day where we raised $2 million for the Rocket Foundation. Brand success ultimately stems from the ability to connect celebrity to community and performance to philanthropy.

ATN: What are your favorite Legends products?

SH: I’m really hyped about our new Saylor Swim Trunks as we’re going into summer. We also just came out with a new Aviation Tee with a scoop hemline. Our customers were asking for an elevated lifestyle tee, so I’m happy to give them something they want. This shirt is a go-to for me because I can wear it for any activity and it has buttery comfort. We’re having trouble keeping up with the demand for these and have more shipments coming in weekly. 

ATN: What’s the next big trend in activewear?

SH: I think the future of activewear is being able to listen to your consumer and reach them where they are by activating locally in different areas and bringing new products to life inspired by their needs. I also believe that there is still a lot of room for improvement in the partnership space. Our latest Drops, like our Rocket Fairfax Hoodie, which was a recent collaboration with Quavo for Huncho Day, allow our investors to create clothes that reflect their personality and fundraise for organizations near to their hearts.

I think we will also see a lot more authenticity in the activewear space. We are fortunate to have great partners that help us scale out these organic and creative initiatives. We don’t plan on slowing down on our collabs and “Culture Drops.”

The post CEO Corner: How Legends Founder Scott Hochstadt Turned an Apparel Brand Into a Lifestyle appeared first on Athletech News.