Outdoor Voices is in the middle of a firestorm after former employees have revealed the troubled activewear company is headed towards bankruptcy, following reports that the brand is closing all stores and transitioning to an online-only retail model.

The brand has seemingly removed all of its 15 brick-and-mortar retail locations nationwide from its website. 

The news of the potential insolvency was first reported by Sourcing Journal, which cited former Outdoor Voices employees with close knowledge of the matter. The activewear brand has also missed rent and vendor payments in recent months, according to the publication, and gave pink slips to most of its corporate employees.

According to another report, from Puck News, Outdoor Voices has already closed all of its retail locations and intends to focus solely on its e-commerce business.

Rise & Fall

Like Lululemon, Outdoor Voices has developed a cult-like following as devotees of the brand have embraced its merchandise as much as its #doingthings lifestyle ethos. Founded in 2013 by Tyler Haney, the brand moved from its New York City roots to Austin, Texas, as it grew. 

By early 2020, right before activewear and athleisure began to see a pandemic-related boom, Haney stepped down as CEO during restructuring efforts. Internal strife had been brewing and an anonymous letter had been sent to the Outdoor Voices’ board and executives that targeted Haney for her management style.

Financial troubles were also percolating, with the company’s valuation down to $40 million in 2020, a steep decline from its 2018 valuation of $110 million. By 2021, the brand had named Gabrielle Conforti, former Urban Outfitters president, as its CEO. 

The activewear company had begun shopping for a buyer in 2022, according to Business of Fashion. 

Haney may have been out of the picture, focusing on Joggy, a cannabis supplement brand, but she appeared to find time to keep a watchful eye on the brand she founded — even leaving comments last year on Outdoor Voices’ social media posts that indicated she had felt the brand had lost its way. 

Now, with news swirling of a potential Outdoor Voices bankruptcy, the active Reddit community on r/OutdoorVoices has been posting images of closed stores, many with notes in the windows that have the Venmo handles of former employees. One photo from a shop in Minneapolis reads, “Our (chairwoman) Ashley Merrill refuses to pay anyone severance. We appreciate anything that you can give. All funds will go directly to this staff. Thank you!” 

Activewear Brands Struggle Post-Pandemic 

It’s been a trying time for some in the activewear game, with leggings giant Lululemon even admitting that it will remain cautious in 2024 in the face of market uncertainty.

Gap’s activewear arm, Athleta, reported an 18% net sales drop in its third quarter of fiscal 2023 compared to the prior year, noting in its earnings release that sales continued to be a challenge. Athleta has said it would work on re-engaging its core customers.

Activewear brand Bandier had also been looking for a buyer to mitigate supply chain challenges before getting acquired along with Carbon38 by BC Brands in January. 

More traditional sportswear giants have also seen some headwinds. Under Armour also reported slowing sales, and Nike cut its annual revenue forecast, announcing a $2 billion cost-savings plan that included restructuring.

One outlier is Gymshark, which recently reported a rather uncommon push-and-pull situation, having experienced slumping profits in 2023 (reporting $16.5 million, down from $35.3 million) but a 15% revenue increase. The brand, founded and led by U.K.’s youngest billionaire, Ben Francis, is going full-steam ahead. 

Outdoor Voices didn’t immediately respond to Athletech News’ request for comment

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Gymshark may have experienced slumping profits in 2023 but is focusing on its increased sales, as the popular U.K.-based activewear brand has made big plans to expand its presence through retail and debut a new premium line. 

The activewear brand reported revenue was up 15% to £556.2 ($709 million), according to a recent filing reviewing the fiscal year ending July 31, 2023. However, it reported profit before tax was £13.1 million ($16.5 million), down from £27.8 million ($35.3 million) in the previous year.

Despite facing the pains of rising raw material, labor costs and cost of living increases affecting consumer spending, Gymshark maintains that it has continued to grow. In contrast, activewear giants such as Athleta and Under Armour have reported dwindling sales.

“I thought I’d jump on here and give you the numbers myself, but also take the opportunity to tell you about some of the moments that are going to make 2024 Gymshark’s BIGGEST. YEAR.EVER.,” posted Gymshark CEO and founder Ben Francis on LinkedIn. He included a video where he outlined key performance details from Gymshark’s 2023 financial results, reflected on the brand’s biggest Black Friday and single-day sales that the brand has seen and shared what’s in store for 2024.

Gymshark’s flagship store on London’s Regent Street experienced sales ahead of expectations, according to the filing. More than just merchandise, the experiential location offers special events, community gatherings and workout spaces. The concept has been such a hit that Gymshark has announced a second retail location in London’s Westfield Stratford City, which boasts over 44 million visitors annually. 

Gymshark Goes High-End, Eyes NYC

As for its product offerings, 2024 will see Gymshark launching its “highest quality athleisure range yet,” according to Francis, adding that the new high-end line, ‘Everywear,’ is born from repeated requests from the Gymshark community for an even more premium product. 

“So we listened,” Francis said, “And I personally have been really involved in the development of this range, and I cannot wait for you to touch and feel this product.”

The new line will launch exclusively in the U.K.’s upscale department store, Selfridges.

“We had to launch it somewhere iconic,” Francis said of the famed retailer, adding that the move also marks Gymshark’s first foray into wholesale. 

Gymshark will also open a pop-up store in New York with a 12-month run, which Francis teased will be in the heart of Manhattan. As for its e-commerce division, the brand plans to become available in the Dubai region this spring and the wider Middle Eastern area. 

Lifting Roots

The activewear brand also plans to continue leaning into in-person experiences, heading to Miami for a huge upcoming event, #LiftMiami, on February 24 and 25.

As the U.K.’s youngest billionaire, Francis has made a fortune with Gymshark, harnessing the power of Instagram, TikTok and fitness influencers who would sport Gymshark apparel in exchange for a small payment. In a garage-to-riches story that landed Gymshark the coveted unicorn status in 2020, the entrepreneur has dodged IPO talk, telling Retail Gazette in 2022 that the brand had plenty on its plate and that it was looking to “smash the U.S. market.” 

At the start of last year, the activewear brand laid off 65 stateside employees in Colorado in an attempt to centralize locations and safeguard the future of its business. By fall, Gymshark tapped Google Cloud and generative AI to power its next growth phase, contextualizing transactional data from purchases versus activities from its fitness training app to provide product suggestions to customers.

The post Gymshark Eyes ‘Biggest Year Ever’ Despite Profit Dip appeared first on Athletech News.

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.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

Tracksmith was founded in 2014 in Wellesley, Massachusetts, by Matt Taylor, who wanted to create a brand committed to the serious runner.

More than ten years later, Tracksmith is well known in the running community – you’d be hard-pressed to go for a jog in Central Park without spotting its apparel. Partnerships with Puma and J Crew have also made the brand more mainstream in recent years.

Athletech tested several apparel pieces as well as a new sneaker, the Eliot Runner, to see what Tracksmith is all about.    

Pros

While many traditional running brands have expanded their focus to other sports or loungewear, Tracksmith has stayed the course. As a long-distance runner, I’m familiar with the realization, twelve miles into a training run or race, that a pair of leggings or a zip-up was not obsessively designed with intense mileage in mind. It’s the little design elements that matter: the perfectly sized key pocket, the right level of legging compression, and a balance of warmth and breathability for winter workouts.

Tracksmith considers the runner on this obsessive level while integrating fashionable design elements that can go from the trail to a coffee shop. Despite the brand’s soft, neutral colors and classic silhouettes, it means business. Tracksmith is not a fashion brand disguised as activewear, but a brand engineered for running that happens to be stylish.   

Tracksmith’s overall aesthetic is classic New England preppy meets old-school track team. The apparel is elegant but not overdone. It uses high-quality fabrics and incorporates thoughtful design elements. Even its packaging has classic New England charm: its receipts come in a sleek envelope. Because the product colors are mostly nature-inspired neutrals, they all mix and match, effortlessly elevating one’s running style. 

The Fells Waffle Layer is a base layer that insulates without overheating. Even after wearing it multiple days through workouts and daily errands, the base layer was odor-resistant and soft against the skin. The Brighton Base Layer is similarly made with a merino and polyester blend and is tighter around the extremities for warmth and looser around one’s core for comfort. Both layers work well underneath the Fens Fleece, which has thoughtful design elements like underarm ribbed panels for increased range of motion and ventilation.

For slightly warmer days (or nights), the NDO Jacket is wind-resistant and has light-reflective detailing that is large enough to make a difference. The jacket is technical but soft—perfect for early morning or late evening runs. It also has an interior sleeve that holds a phone with minimal bouncing.

Top off any outfit with the brand’s popular Inverno Gloves, which were made with a fabric blend from Italy. The gloves can do it all: the fabric is soft enough for necessary face-wiping during runs but also has viable phone pads on its fingers. 

Tracksmith’s shorts and leggings are similarly well-crafted. I was initially hesitant about a loose-fit run short, as others have not been well-suited to serious workouts, but the Session Speed Shorts did not disappoint. They are lightweight, but still high-quality and high stretch. The elastic waistband is snug and supportive, and the side pockets can be big enough for a phone or multiple small items. One of my favorite products from Tracksmith was the Turnover Tights. They were buttery soft but wicked away moisture quickly while retaining warmth.

Tracksmith’s Eliot Runner has been a popular addition to the brand’s lineup of apparel. It is a neutral running shoe that, like the brand’s other pieces, could transition from a workout to errands seamlessly. The shoe uses PEBAX foam, which is usually associated with racing shoes. However, the Eliot Runner feels more like a training shoe, as it has a medium level of responsiveness. The shoe’s upper sole has mesh that is thick enough to retain warmth but provide breathability during outdoor runs. The Eliot Runner also has a soft sock liner for added comfort.

Although the heel counter is firm, it has enough padding to protect against blisters and discomfort. Through sprints, longer runs, and recovery workouts, the Eliot Runner proved versatile. I was pleasantly surprised by the shoe’s traction, as well—as someone who has had some recent negative experiences testing running shoes in slippery conditions, the Eliot Runner kept me feeling secure through rain and slush. For someone looking for a combination lifestyle running shoe, the Eliot Runner could be a perfect fit, as the shoe’s signature woven sash feels on-trend. 

Cons

Tracksmith’s biggest downside is its price point. Like a true high-end brand, it rarely has sales and only offers free shipping for orders over $150. With its prices, free shipping might not be difficult to reach, however. The Eliot Runner retails for $198, the NDO Jacket for $308, and the Fells Waffle Layer for $128.

For serious runners, these products could be a long-term investment that lasts a decade (or more). Others might be worried about replacing their lower-priced running clothing with such high-end apparel. Tracksmith activewear can certainly withstand the elements but is best for the serious runner who needs gear for all types of weather. 

Final Thoughts

Overall, I was impressed by Tracksmith’s high quality, durability, and thoughtful design elements. For the serious runner who is willing to spend a bit more to invest in a long-lasting running wardrobe that can withstand the elements, look no further. 

Read more ATN Product Reviews here,

The post Product of the Week: Tracksmith Makes Gear for Serious Runners appeared first on Athletech News.

The most decorated football player of all time is going deep once again, this time in health and wellness. Tom Brady, seven-time Super Bowl Champion and the NFL’s all-time passing leader, is merging his supplement and nutrition brand TB12 with training apparel and footwear company Nobull, the sides announced Tuesday.

As part of the deal, Brady becomes the company’s second-largest shareholder, trailing only Mike Repole, who bought Nobull last July. Repole has a history of working with Hall-of-Fame athletes, previously partnering with late NBA legend Kobe Bryant to grow BodyArmor, which he later sold to Coca-Cola for $5.6 Billion in 2021. Repole did the same with Glaceau, the maker of Vitaminwater and Smartwater, in 2007.

“I wanted to do something really big,” Repole told CNBC of the deal with Brady. “I think Nobull has a chance here to be this epic historic brand — playing in a space of health and wellness, through sneakers, apparel, nutrition mentality and really helping people with adversity, resilience, grit.”

Financial terms of the deal weren’t disclosed.

Founded in 2015 by former Reebok executives Marcus Wilson and Michael Schaeffer, Nobull primarily sells footwear but also athletic apparel and accessories such as headbands, bags, hats and more. Nobull ensures that Brady’s “No BS” attitude is well ingrained in its line of products to help consumers become the best versions of themselves. 

TB12 sells protein and electrolyte powders in a variety of flavors. The brand also offers a line of supplements categorized as sleep, perform, recover and protect, designed to enhance a user’s strength, hydration, energy and focus, recovery and immunity. 

“I’ve been blessed to be surrounded with the most amazing teammates my entire career, and I feel fortunate to be joining another team that’s going to inspire the next generation of people to push themselves to be better!,” Brady wrote about the deal on social media. “This wouldn’t be possible without Mike Repole, a great friend of mine who I have spent the past few talking with about my own journey. We’ve pushed each other to get better every day and now it’s time to bring this attitude to the world.”

The merger also makes Brady an official partner with the league he dominated for more than 20 years. The NFL invested in Nobull in 2022 via the league’s venture capital fund. As a result, Nobull sponsored the NFL Scouting Combine last year and will do so again this spring.

The post Tom Brady’s TB12, Nobull Merge To Form Nutrition & Apparel Giant 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.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

Athletech News has rounded up five of the best wellness products to help jumpstart your 2024 New Year’s resolutions. This year, key wellness trends include health personalization, activewear that takes you from the studio to the street, at-home aromatherapy, functional training and holistic-plant-based nutrition; the brands featured here respond to those trends with top-quality offerings.

• 

  Form

  It’s no surprise that Form activewear constantly sells out—the brand’s buttery apparel is as soft as it is high-quality. The line comes in earth tones and bright pink and has subtle but flattering detailing. Form’s current sports bras, the Supporter and Halter, have adjustable shoulder straps and removable padding for customization. The apparel is supportive but not overly compressive and is ideal for low-impact workouts like Pilates. However, the apparel works well for everything from HIIT workouts to indoor cycling to errands.  

  See more here.

• 

  Possible Protein & Supergreens

  Possible is dedicated to providing organic, plant-based nutrition to fuel adventures. The brand’s Proteins are filled with supercharged ingredients that many powders lack, like brown rice protein, pea protein, oat flour, pumpkin seed protein and buckwheat flour. A single scoop has 30% of your daily iron and around 20% of your daily fiber. Possible Supergreens includes high-quality fruits and vegetables like broccoli, kale, kelp, blue spirulina, beets, matcha powder and pea vine juice powder. Both powders have a subtle sweetness and mix well with water or in a smoothie to supercharge your drinks on the go. 

  See more here.

• 

  Homedics SereneScent 

  Move over, old aromatherapy diffusers—Homedics SereneScent will blow the others out of the water. SereneScent allows for customizable fragrance levels based on preferred scent intensity and does not require any water to operate. The diffuser uses intermittent cycles of mist and pauses and can be set to automatically turn off after 1, 2, 4, or 8 hours. SereneScent is designed beautifully, in a sleek silver, black, or gold color that can blend into different rooms. Although sold separately, Homedics fragrance oils are strong but not overpowering, and are 100% natural, made from a blend of essential oils. While Homedics recommends purchasing their oils, it is possible to use others in the device as well.  

  See more here.

• 

  Centr Circuit: Elevate 

  Centr Circuit: Elevate is a six-week program of high-intensity functional and strength training from Centr, the fitness and wellness brand founded by Chris Hemsworth. It provides users with four efficient but effective 30-minute workouts each week, with moves that build upon each other. It also allows for low-impact modifications in every workout and adds breathwork exercises to improve performance and recovery. The workouts are led by Alexz Parvi and Luke Zocchi, Hemsworth’s longtime trainer. Centr provides a daily personalized fitness, nutrition and wellness plan based on your health goals and dietary restrictions. The platform provides a streamlined way to tackle resolutions in 2024.  

  See more here.

• 

  BellSant 

  Looking to kick the year off with science-backed, personalized recommendations? BellSant is an all-in-one service that provides blood, physical and mental health assessments as inputs to show users their aging trends on 11 key systems, like Mobility, Heart & Lungs, Liver & Kidneys, and Hormones. Users take a blood test at a Quest Diagnostics location and can connect a health tracker for additional data. By retesting every three months, users stay on top of their goals and progress throughout the new year. BellSant provides top recommendations based on a user’s inputs, like reducing exposure to light in the evenings before bed, taking a vitamin D supplement or adjusting protein sources based on digestibility. One unique feature of BellSant is that each recommendation comes with references from scientific journals. For those looking for smaller resolutions to tackle existing health needs, consider BellSant. 

  See more here.

The post These Wellness Products Are Must-Haves in 2024 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.

All products featured on Athletech News are independently selected by our editors. However, when you buy something through our retail links, we may earn an affiliate commission

Elastique was founded in 2016 by Emeline Kuhner-Stout, who saw the potential in developing products at the intersection of activewear and skincare.

Kuhner-Stout had grown up in France and moved to Houston as a new mother; the brand takes inspiration from the Vodder Method of manual lymphatic drainage, which was created in France in the early 1900s. The lymphatic system includes vessels, collecting ducts, tissues and organs that drain excess lymph fluid that leaks into tissues from tiny blood vessels. A lymphatic draining massage can help move trapped fluid, which is particularly prevalent for those who’ve had a mastectomy, have rheumatoid arthritis or chronic venous insufficiency.

Elastique’s leggings feature a compression range of 8-13 mmHg, and source fabric from a top compression mill in France. But do Elastique’s activewear products really deliver on the skincare benefits they promise?

Athletech News put Elastique’s MicroPerle (patented mini-massage material) and Lisse Compression collections to the test. 

Pros

Elastique activewear is beautifully designed, coming in flattering silhouettes. Available in a variety of colors, many are earth tones or have subtle pops of color. While both were tight, once on, the tops and leggings felt comfortable and energizing due to their compressive nature. 

For the MicroPerle line, the beads are placed throughout the activewear for lymphatic-system stimulation. After removing the activewear, the small indentations on my skin were prominent but disappeared quickly, and I did notice improved circulation due to the compressive technology. As the technology is gradient, the leggings were tighter around the ankles and looser up the leg to encourage blood flow.

For the Lisse line, I also noticed improved circulation, but it didn’t feel overly restrictive during workouts. While it might be too compressive for long runs, it worked well for HIIT and low-impact workouts. Lisse would also be great for long flights, particularly for those whose injuries become aggravated during travel.

Generally, both collections were useful for post-workout recovery, as I felt reduced muscle soreness after wearing the top and leggings. 

Cons

The apparel is very tight, more so than many other compressive brands. Even in my proper size, it took me a little bit of time to put on the leggings. Once on, it also took some time to get accustomed to the feeling of the MicroPerle beads pressing against my skin.

Although I got accustomed to the feeling after a few wears, some might struggle getting used to the sensation of the beads against their skin during a workout. I also didn’t notice any reduced swelling or any changes in my skin texture due to the apparel. Lastly, although it didn’t bother me, the beads are also noticeable through the leggings if someone is looking closely. 

Final Thoughts

Overall, while I didn’t notice any difference in skin texture or reduced swelling from wearing either Elastique line, I was impressed by the quality of the brand’s fabrics and their beautiful designs. If you’re looking for a way to improve circulation with intense compression for your low-impact workouts, consider Elastique. 

Read more ATN Product Reviews here,

Correction: A previous version of this article misidentified the founding team at Elastique. The brand was founded by Emeline Kuhner-Stout.

The post Product of the Week: Elastique Brings French Tradition to Activewear 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.

Sportswear brand and digital platform Castore has secured a £145 million ($184 million) investment in a round led by Raine Partners, a firm specializing in media, entertainment and sports. The apparel brand has an ecommerce site as well as two shops in its headquarters in Liverpool and London and reports it’s on track to hitting record revenues and profits in 2023.

Castore said the funds will go towards expanding its sports and activewear product line and boosting its team and infrastructure system. The capital will also allow Castore to establish new relationships with sports teams while helping drive fan engagement.

Participation also included investments from Hanaco Ventures and Felix Capital. The funding round valued Castore at close to £950 million ($1.19 billion), according to reports.

“We are delighted to have secured the backing of highly reputable equity partners that will add significant value to all aspects of Castore’s business model – our team relationships, our sportswear brand and our omni-channel retail operations,” said Tom and Phil Beahon, Castore founders, in a statement. “We are confident these are the right investors to take us to the next stage of our growth, who share our passion for high-quality sports apparel, and, in addition to capital, will bring expertise and access to new markets.”

Winning With Sports Deals, Premium Product

The two brothers founded the performance apparel brand in 2016 and have since partnered with 50 franchises. Castore’s team partnerships have led to the brand offering apparel for McLaren F1, Oracle Red Bull Racing, England Cricket Board, Glasgow Rangers, Bayer Leverkusen, Feyenoord, Sevilla FC, Athletic Club (Bilbao), Saracens Rugby and Republic of Ireland Football fans.

Aside from its global sports team merchandise, the brand also uses its technical fabrics to design sportswear for men, women and children for a variety of activities — soccer, cricket, rugby, tennis, running, skiing and more.

The Road Ahead

The founders say the £145 million investment gives Castore the “financial firepower” to invest in its supply chain and enhance its data analytics capabilities. 

“There is huge demand out there for Castore and this will enable us to continue to deliver great products, service and choice to our sports industry partners and consumers, and to take on the established players in the global sports apparel market,” said the brothers. “We are very proud of the progress made, but we – and the full Castore team – are just getting started.”

Jason Schretter, partner of The Raine Group, referred to Castore as an “insurgent sportswear brand that sits at the intersection of sports, premium brands, data analytics and e-commerce,” adding that sports teams and leagues “are among the most cherished” brands in the world.

“They deserve comprehensive and bespoke solutions to help them better connect, engage and monetize their global fan bases,” he continued. “Castore’s differentiated combination of high-quality merchandise and data-driven technology solutions is the answer sports franchises need to unlock this massive opportunity.”

The post Sportswear Brand Castore Lands $184M Investment appeared first on Athletech News.

Bandier, a women’s activewear brand with five retail store locations and an ecommerce presence, is seeking a buyer for its assets, inventory, intellectual property and certain commercial real estate leases. 

Initially launched as a single retail shop in Southampton, New York, in 2014 selling apparel, footwear, and accessories, Bandier grew its retail footprint and online presence as A-listers such as Jennifer Aniston and style influencers became fans of its leggings, tank tops and other apparel offerings. 

As Bandier searches for a buyer to mitigate reported headwind factors such as supply chain challenges, the activewear brand is still operating and has rolled out holiday gift guides on its site and is active on its social media pages.

Bandier filed a notice with the New York State Department of Labor WARN Unit last month, indicating that 52 employees were laid off on Nov. 22, 2023. The brand cited economic reasons for the downsizing and noted that “the planned layoffs are expected to be permanent, but all employees are expected to be rehired by the new entity, Bandier ABC, LLC.”

Along with one remote employee, the WARN notice said the staff cuts occurred at Bandier’s NYC headquarters and its New York retail locations in Manhattan and Southampton.

Bandier has two other retail locations in Dallas and Los Angeles.

The brand also began selling its private-label brands on Amazon in 2021— a decision that founder Jennifer Bandier said at the time would allow the brand to “meet the demands of the activewear boom.”

Earlier this year, Bandier partnered with Head Sportswear to capitalize on the pickleball surge, offering tennis and pickleball apparel collections

The company requests that offers be submitted by 5 p.m. on Dec. 18, 2023. Development Specialists, Inc. (DSI) is handling the sale.

Can Activewear Brands Weather the Storm?

Bandier’s strategy – selling its assets to circumvent bankruptcy – follows a recently issued report by McKinsey that sounds the alarm for the fashion industry.

Opening the report with “storm clouds are gathering,” McKinsey warns that fashion companies will face economic headwinds, shifts in technology and an “evolving competitive landscape” in 2024. 

Not intending to be entirely gloomy, the management consulting company identifies technical outdoor clothing as a top trend in the new year, noting that consumers are increasingly embracing healthier lifestyles. 

Despite economic challenges, some brands, like Vancouver-based Lululemon, continue to prove their resiliency. The activewear brand joined the prestigious S&P 500 this fall, with shares rising over 10% in response. Lululemon also inked a five-year deal with Peloton to become the provider of Peloton-branded apparel in exchange for exclusive digital fitness content for its Lululemon Studio. 

Rhone, a premium activewear brand backed by NBA team owners and former NFL players, also made headlines this season as its founders reclaimed the brand from private equity firm L Catterton. Based in Connecticut, Rhone is accelerating store openings and is adding a women’s collection in 2024.

As for men’s activewear, Ten Thousand, founded by former professional soccer player and venture capitalist Keith Nowak, raised $21.5 million in a Series A this year and landed a sponsorship deal with luxury lifestyle and wellness operator Life Time.

The post Bandier Seeks Buyer for IP, Assets Amid Activewear Challenges appeared first on Athletech News.

Strength training may be the top fitness and wellness trend of 2024, but what if a weighted vest could accelerate results? 

Enter Omorpho, an Oregon-based micro-weighted fitness startup that has just closed a $3 million funding round to grow its direct-to-consumer and retail segments. The funding brings Omorpho’s total investment to $16 million.

Chicago-based KB Partners and Thirty-5 Capital two sports tech and innovation VC firms, led the investment round.

Omorpho, which recently opened a pop-up store in Portland, Oregon, will use the funding to build brand awareness and restock inventory of its gravity apparel and G-vest weighted vests. 

The essence of Omorpho’s gravity sportswear is MicroLoad technology, which uses small amounts of weight using hundreds of high-density polymer spheres to build endurance, tone muscles and burn more calories. The spheres are fused to the fabric to distribute .5 to 2 lbs of weight comfortably, allowing fitness enthusiasts to engage in a variety of activities and workouts. Consumers can select from tights, shorts, tanks, and shirts across collections for men and women and can even shop based on activity. 

Omorpho’s weighted vests (the G-Vest) have a flexible design that fits securely without hindering movement, with a women’s G-Vest available at 5 lbs for $279 and a men’s G-Vest available at 10 lbs for $299. Both G-Vests use hundreds of tiny steel ball bearings and have side and shoulder adjustments for the perfect fit. 

Ron Saslow, Thirty-5 Capital, LLC’s founder and managing partner, credited the fitness tech apparel brand for offering an innovative and unique product that simplifies athletic training for consumers of all kinds. 

“What truly drew us to the business was the quality of the product, its modern design and unquestionable performance benefits,” Saslow said. “Not to mention, the team’s deep knowledge and experience in the industry make them uniquely qualified to create an entirely new category of sportswear.”

Stefan Olander, Omorpho co-founder and CEO, said the startup is encouraged by the continued interest in its weighted fitness vest and gravity apparel brand. 

He founded the weight vested and apparel company in 2017, previously serving as Nike’s VP of global digital innovation.

“This round of funding will aid our continued expansion and help us more quickly realize our mission to simplify the pursuit of a fit life for all athletes and fitness enthusiasts,” Olander said.

The brand recently tapped Michael Johnson, an Olympic gold medalist, as its brand ambassador and inked a deal with Olympian Annie Kunz and Australian tennis pro Ajla Tomljanovic. 

The post Omorpho Raises $3M More for Weighted Fitness Vests, Apparel appeared first on Athletech News.

The founders of Rhone, a fast-growing premium activewear brand, have pulled off a major power move, buying back private equity firm L Catterton’s stake and seizing the reins of their budding activewear empire — with the backing of former pro athletes and NBA owners.

The Connecticut-based brand has now ramped up store openings, anticipating to have 15 open by the end of the year, according to a report by Bloomberg. Although Nate Checketts and his brother Ben founded Rhone as a men’s activewear brand in 2014, the company will debut a women’s collection in 2024. 

Unlike Ten Thousand, another men’s activewear brand, Rhone’s push into women’s activewear is a direct response to women serving as an existing consumer audience, with a reported 30% of revenue coming from women purchasing Rhone merchandise as gifts.

The lucrative play has mostly been kept under wraps — until now. The transaction closed in July 2022, but according to Bloomberg, Nate held off on publicly discussing the deal until he confirmed it had been the right move.

Before Rhone expanded its footprint with stores in four states, a retail presence in Equinox locations, Nordstrom, CorePower Yoga, Peloton Studios and over 350 gyms, it originally launched as an ecommerce site.

After completing a seed round in 2015, Rhone needed additional funds to continue growing and, by 2017, had landed a major investor with private equity firm L Catterton. The investment was a game-changer for Rhone, but it came with a price that weighed heavily on its founders.

“I realized the moment we sell this business or bring in a majority partner, I’m giving away my control in terms of how I get to guide and direct this brand,” Nate told Entrepreneur. “I was at a decision point. I needed to sell and leave, or I needed to double down.”

The Checketts began to realize their desire to grow Rhone without the end goal of an IPO or acquisition but knew they’d have to buy out L Catterton first.

After receiving expert advice, the Checketts came up with a strategy to create a special purpose vehicle, which enables multiple investors to pool capital and invest in a single company. They then set out to find notable investors comfortable with gains in the long term versus the short term. It wasn’t a difficult task — a long list already existed of those who, at one point or another, expressed that they’d love to invest in the activewear brand — and it was a list that Nate had saved.

At one point, Gap even tried to woo the activewear brand with the hopes of combining Rhone with its activewear brand Athleta, but the deal never evolved.

Sports Owners, Stars Come On Board

Investing in Rhone also resonated with Gabe Plotkin, Charlotte Hornets co-owner, Blackstone Inc.’s David Blitzer, who is also co-owner of Philadelphia 76ers and New Jersey Devils, and former NFL players such as Tim Tebow, Steve Young, Troy Aikman and Justin Tuck.

While L Catterton initially wanted to remain investors, they eventually became receptive to a sale, especially as valuations began to soften.

“I told them: ‘Not for nothing, this is what I want,'” Nate told Bloomberg. “At that point, they were thoughtful and said: ‘If we can get to a number that makes sense, we’ll figure out a path.'”

Although terms of the deal haven’t been disclosed, L Catterton agreed to buy back shares in a transaction that went so swimmingly that Jon Owsley, a managing partner of L Catterton, has remained on Rhone’s board.

As the activewear brand looks ahead, the enthusiasm for Rhone and its future is apparent.

“We’re not focused on the short or mid-term of going public, but what we are really focused on is building a great long-term business,” Nate told Yahoo Finance. “So internally, we talk about developing public-ready protocols because we believe it’s important to compare ourselves to really well-run public companies, but it’s not on the short or mid-term horizon to go public. We just want to build great products for our customers.”

The post Rhone Plots Activewear Expansion as L Catterton Sells Stake appeared first on Athletech News.