Athleisure combines the performance of gym clothes with the comfort and style of outfits for a lazy Sunday. And the success of this versatility is reflected in the global athleisure market, which is valued at over $350 billion. By 2030, it is set to double, with North America holding the largest share of about one-third of the whole market.
This expansion is powered by long-term innovations such as sustainable textiles and "smart" apparel. And with the rise of wellness culture, the athleisure trend is here to stay, working its way into our living and lounging spaces as well.
In this guide, we'll go over the ongoing rise of the athleisure apparel market, why ecommerce is the platform for growth and what you can expect if you are looking into scaling your own athleisure ecommerce brand.
Here are the key factors why customers of all ages are drawn to buying athleisure:
Athleisure isn't just about looking good; it's also about feeling good — and not having to sacrifice one for the other. The fabrics are all stretchable and breathable and the styles are all comfortable enough to wear all day. Athleisure delivers both.
Performance matters just as much as comfort to consumers. High-tech materials ensure that leggings, joggers and sweat-wicking tops provide the kind of support wearers need while engaging in physical activity. Yet these garments also look good enough to wear to casual or even semi-formal events, leading some to conclude that we have breached the line between activewear and casual wear, making yoga pants an almost ubiquitous garment.
Athleisure is something that all generations can relate to. It gives them something good to hold on to. For Gen Z and Millennials, athleisure means versatility and authenticity. For Gen X and Boomers, it offers practicality and adaptability. Athleisure is popular among many people. It appeals to different income levels and cultural groups.
Increasingly, daily exercise is becoming part of people's lives. This is especially true as our society focuses on wellness. This focus seems stronger than ever, and there is a good reason for it. Athleisure is the ideal clothing line for this new reality. It fits well between "gym-to-street" and casual wear.
Boutique gyms like SoulCycle and Pilates studios have reinforced this trend. People want to wear clothing that reflects their active membership in these communities and the lifestyles that go with them.
A simple track jacket and joggers are all right work-from-home wear these days. In a world where remote is the new normal, desk work demands comfort over style.
Even industries that once required formal suits and ties have eased their standards. Millennials and Gen Z, now in management positions, have redefined what “professional” looks like.
Thanks to Instagram and TikTok, the athleisure look has now reached its height. It is now mostly linked to high-performance and aspirational lifestyles that seem achievable. Brands have taken advantage of this connection. They use it to run influencer campaigns and create shoppable posts.
Shopping features on social media platforms have only pushed this trend further. Consumers can now see an influencer's outfit and purchase it without having to leave the app. This keeps discussions about the brand active. It helps athleisure companies stay in the minds of their customers.
Athleisure brands keep their consumers electrified by popping up in conversations around American popular culture. They work with top fashion designers and famous celebrities. Together, they turn exclusive pieces into rare collectibles. Take Nike: Their partnership with the luxury label Off-White has produced items that are highly sought after.
These partnerships bring prestige and also allow brands to set higher price points. It commands attention from fashion-conscious buyers who might not otherwise consider activewear.
The fastest-growing sales channel for athleisure is ecommerce, even though traditional retail (branded storefronts, gym supply stores, department stores) sells a lot of it.
Apparel shoppers have gotten used to buying things online. Athleisure makes up almost 20% of online apparel shopping. Here are key reasons why athleisure thrives in ecommerce.
Even the most unsure shoppers went to online marketplaces. They did not come back as retailers expected. For instance, take Nike. The company had set a goal for 30% of its sales to be digital by 2023. It hit that milestone years ahead of schedule.
Shop-anytime consumers love the ability to make purchases at all hours. They can consider a product and complete the transaction in between commutes or lunch breaks. This easy access has reduced barriers. It has also expanded the customer base beyond those who visit specialty athletic stores.
Today, writing reviews and contrasting inclusive features have become a fundamental part of the online shopper's journey. Ecommerce caters to this by putting a wealth of information and customer feedback in one place.
Also, search filters, detailed product descriptions and sizing guides are perks that being online offers. Combine this with features such as free returns and fast shipping, leads to better shopping experience and higher satisfaction rates.
Shoppable posts and stories are used by influencers, brands and even everyday users on Instagram and TikTok. This makes the line between inspiration and purchase non-existent.
In 2022, nearly one-third of businesses in the sporting goods and athleisure sectors increased their influencer marketing budgets, fully cognizant of the channel's capabilities.
For example, in 2021, Adidas' "Own the Game" strategy was launched, to be in play until 2025. This involves investing heavily in digital platforms and pulling back from some wholesale partnerships. The payoff has been clear: their ecommerce revenue grew 34% in Q1 2025, with their D2C business growing 20% on a currency-neutral basis.
A number of optimistic trends are poised to guarantee and even quicken the growth of athleisure in the next few years:
The creation of high-performance materials is ongoing. These materials are more effective at wicking sweat and resisting odors. The smart fabric industry offers benefits like temperature control and sweat detection.
An ever-increasing number of consumers are opting for eco-friendly products. In turn, brands are offering recycled textiles, biodegradable packaging and efforts that underpin circular fashion.
The pandemic permanently changed how we blend work, exercise and our social life. Consumers will keep looking for more outfits that smoothly transition across activities and social settings. Athleisure is the new casual wear, perfect as the new everyday uniform.
Now, companies are providing extended size ranges — plus sizes, petite/long lengths and other such variations — to serve more customers. Adaptive athleisure for those with disabilities or mobility needs is another emerging area.
Inclusivity has also gone beyond sizing. The rise of gender-neutral athleisure collections reflects consumer demand for diversity and representation in the fashion world.
Sportswear brands often collaborate with luxury fashion houses, chart-topping singers and even fictional characters to make collections. These pieces often sell out instantly. You can expect brands to continue the limited drops and collabs, as these exclusives keep athleisure within cultural relevance.
We are already seeing incremental steps towards tech being woven into athleisure garments. Thermoregulating jackets and Bluetooth-connected running shoes are already on the market. In the coming years, as costs come down, smart athleisure wear could become mainstream. This can be an opportunity for you to differentiate your brand with high-tech options, potentially. It's still in the early days, but athleisure is most likely to be the leading niche for these innovations.
Athleisure mirrors modern life and self-expression. It creates an opportunity for you to develop your brand that elevates everyday experiences into something closer to extraordinary.
The difficult part for developing brands is to be different. You are in fierce competition with major players like Nike, Adidas and Lululemon. You have to find a niche, maybe sustainability, maybe inclusivity, or maybe serving a specific community. And you have to tell that story using ecommerce platforms so you can build loyalty over time.
For brands that are scaling, the doubling down on growth marketing is essential. Good results can come from social commerce, influencer partnerships, and SEO. If you use them properly, they bring traffic to your site. It's also worth mentioning that these traffic strategies lead into your retention strategies. The Lifetime Value (LTV) of a customer is extended when you build around loyalty programs and community-driven content.
Connect with Cart.com's Growth Marketing Team and lean into the creative marketing that fueled athleisure's boom.