Why Athleisure Is More Popular Than Ever
Brands like ADAY are predicting that the blend of sports and casual wear is the way of the future
The streets of Soho are filled with women (and even men) in activewear who step into their workplace without a care in the world. Even next to dolled-up women in form-fitting clothing and high heels, they look good. With the rise of athleisure, women are embracing the athletic look, even if they aren’t working out. What exactly is athleisure? Athleisure is a fashion trend that embraces functionality and comfort—and not always at the expense of fashion. Women wear Nikes and adidas shoes at work and even at bars. These athletic brands have imbedded themselves into culture as fashion statements from the beginning, turning their products into everyday wear.
Alexis Mera Damen, founder of athleisure wear Alexis Mera, explains,
“Athleisure is a sense of style and a lifestyle. It’s workout wear that doubles as work wear. It’s an outfit that seamlessly transitions from yoga to brunch and beyond. It’s about mixing and matching various pieces active and non-active creating a sporty, put together everyday look. It’s ‘Active Fashion’. I don’t think it’s going anywhere, as health and wellness are now prioritized over a night out. And I think that’s a good thing.”
Why is it amazing? Good athleisure brands allow us to cut back on spending on fast fashion because the materials are durable. People want to look good, be comfortable, and also have the option to engage in physical activity. It is functional and they comprise of solid, reliable staples in our closets.
Co-Founders Nina Faulhaber and Meg He explain,
“At ADAY, we believe the future of clothing is technical and sustainable so we design versatile garments that last. Investing in an ADAY piece is similar to buying a S’well water bottle: it’s an investment piece that will stay by your side no matter what happens.”
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
At PSFK 2017, Peloton Co-Founder and COO Tom Cortese discussed how the company aims to utilize the power of Web 2.0 to marry the comfort of home fitness to the high-energy engagement of celebrity-run classes.