As the athleisure market expands, new competitors like Lululemon and Vuori gain traction against established brands like Nike and Adidas.
For decades, the sports apparel industry has been dominated by a handful of leading brands, including Nike, Adidas, and Puma. However, in recent years, these giants have faced challenges that have allowed new brands to carve out significant market share in the evolving landscape of athletic wear. The rise of the “athleisure” category—characterized by clothing that is suitable for both athletic activities and everyday wear—has facilitated the emergence of brands such as Lululemon, Fabletics, Alo Yoga, and Vuori as formidable competitors.
In the aftermath of the COVID-19 pandemic, the appetite for casual yet functional clothing has surged, altering consumer expectations regarding athletic apparel. With joggers now considered acceptable office attire, the focus has shifted from “day-to-night” functionality to “gym-to-office” usability. This shift has fueled the growth of newer athleisure brands, leading to a substantial market expansion.
As of 2023, Lululemon stands out as a key player in the athleisure market, capturing a significant 21.2% share of monthly spending in the U.S. Only Nike, which maintains a 31.6% share, surpasses Lululemon in market presence. Other contenders like Athleta and Fabletics each claim merely 4.4%, while Alo Yoga and Vuori account for 1.3% and 2.9%, respectively, according to data from Earnest Analytics.
Lululemon’s success can largely be attributed to its first-mover advantage and strong brand recognition, further bolstered by a commitment to innovation. CEO Calvin McDonald noted during an event at the 2025 NRF Big Show that the brand’s innovation strategy is rooted in understanding the activities and feelings of their customers, emphasizing their continuous opportunity to develop high-performance, stylish apparel suited for various activities. Despite this, Lululemon faces increasing competition from viral brands and rising “dupe culture,” which poses significant challenges as consumer preferences shift.
Vuori, founded in 2015, has distinguished itself via its soft, versatile products and recently achieved a valuation of $5.5 billion following an $825 million investment round. CEO Joe Kudla emphasized that Vuori’s success is underpinned by the comfort and unique materials used in its apparel. As the athleisure market becomes more crowded, maintaining product freshness is critical for Vuori, particularly as many competitors are beginning to mimic its core offerings.
Alo Yoga has gained immense popularity through influencer marketing and a strong social media presence, especially among celebrities. The brand’s stores, referred to as sanctuaries, not only showcase products but also provide experience-based offerings such as yoga classes and cafés. The brand’s ability to create a lifestyle around its products has fueled its recent surge in visibility, yet there remains uncertainty regarding the sustainability of this buzz in a fast-changing market.
Fabletics, co-founded by actress Kate Hudson in 2013, has leveraged a unique membership model to offer competitive pricing. Global President Ashley Kechter highlighted that their model allows for lower prices without sacrificing quality, but some consumers remain hesitant about the membership commitment. As Fabletics extends its retail footprint, it aims to educate potential customers on the value of its membership structure.
The competition for market share in the athleisure industry is poised to intensify, with global market estimates suggesting growth to $358 billion in 2023, with forecasted annual growth rates of 9.3% through 2030, according to Grandview Research.
As established brands react to the changing landscape, the strategies they employ alongside the unique offerings of emerging competitors will likely dictate the next chapter in the athletic apparel saga.
Source: Noah Wire Services
