Athleisure Isn’t a Trend, it’s a New Category. Are You Owning It?

Athleisure is no longer a trend, it’s a permanent shift in consumer behaviour. Valued at $500 billion globally, athleisure now makes up 50% of the sportswear market and continues to outpace traditional categories.

From city streets to boardrooms, consumers expect clothes that perform and look good.

Yet many brands, especially those rooted in technical sports or outdoor gear, are still hesitating to embrace this opportunity. Here’s why that hesitation could cost you and what CEOs must do to win in this booming category.


The Size of the Prize: Why Athleisure is Dominating

Consumers demand versatility. They want clothing that seamlessly transitions from the gym to social settings to work. Post-pandemic lifestyle shifts, remote work, wellness culture, and casual dress codes have fuelled explosive growth.

Market Impact:

Key movers and shakers:

If you’re not in athleisure yet, you’re leaving market share on the table.


What Consumers Want: Performance + Style + Purpose

Today’s consumers, particularly Gen Z and Millennials, expect more:

Stats to know:

Key movers and shakers:

Athleisure is where form, function, and values converge and brands that miss this intersection are losing relevance.

Why Some Outdoor and Sports Brands Are Missing Out

Many legacy brands are over-focused on technical performance or core sports and are missing the broader opportunity:


Meanwhile, athleisure brands are stealing their customers, especially younger and female audiences.

Your next customer is not a marathon runner, it’s someone who wants to look and feel good picking up kids or heading to dinner.

Product Innovation: What Makes a Winning Athleisure Line?

Winning athleisure collections combine:

Key product trends:

Fashion and tech teams must collaborate to win here, this is not traditional sportswear design.

The Role of Brand and Community: Selling More Than Product

Athleisure success isn’t just about product, it’s about community, purpose, and lifestyle alignment:

Community-led growth:

Brand values:

Athleisure brands own a relationship beyond product; they sell identity and belonging. How does your brand engage beyond transactions?


Why Athleisure Is Also a Menswear and Outdoor Opportunity

While women dominate the athleisure segment, men’s athleisure is booming. It is projected to be a $110 billion global market by 2025.

Outdoor crossovers:

Key movers and shakers:

Athleisure is gender-inclusive and multi-category, think beyond leggings.

What CEOs Should Be Asking Right Now

If you’re not actively investing in athleisure, your competitors are, and they’re gaining on you.

Athleisure is no longer an emerging trend, it’s the future of sports and lifestyle apparel. The brands leading the way are those that understand what today’s consumers want: performance, style, and purpose in one product.

If this resonates, follow Virtua for more CEO insights on where the industry is headed and how to position your brand for success. And if you found this valuable, share it with your network, let’s drive the conversation forward.


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