On the way to lunch, the gym, or the next business meeting? You can no longer tell by your outfit, whether in person or on social media. Athleisure is a trend: stylish activewear such as running pants, hoodies, and sneakers are socially acceptable in almost every situation and ubiquitous on social networks. For more than half a decade, the fitness and fashion industries have benefited equally from the rising growth rates of sports-inspired fashion, which has become a megatrend in the wake of the pandemic.
The athleisure trend at a glance
What is athleisure wear?
The fashionable term combines the English words athletics and leisure to create sporty leisure looks. Cycling shorts with an oversized blouse or crop tops and trainers with a summer skirt—athleisure outfits blend activewear with everyday clothing or evolve into new it-pieces like chic jogging suits and flared leggings. As the trend grows, brands are expanding the concept beyond clothing to include products that merge sporty style with practicality, from sunglasses to backpacks.
The beginnings of a trend
High fashion brands discovered the immense potential of athleisure wear back in 2017, collaborating with sports brands to create new capsule collections. Names like Louis Vuitton, Karl Lagerfeld, and Gucci rejuvenated their images and boosted sales with luxury streetwear by partnering with labels like Supreme and Vans. Meanwhile, sports brands like Reebok and Adidas recruited trendy designers like Victoria Beckham and Stella McCartney to reach younger audiences with fashionable statement pieces. New collaborations showcase the athleisure trend’s expansive reach—such as the stylish outfits for Canadian athletes at the 2024 Olympics.
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The athleisure trend as the winner of the pandemic
Even fashion designer Karl Lagerfeld contradicted one of his famous statements with his latest sports-inspired collections: jogging bottoms are no longer a sign of loss of control. With the shift to remote work during the pandemic and the ongoing trend toward mobile working, workwear requirements have changed. Commuting time has vanished, along with many formal dress codes. Additionally, the pandemic ignited a newfound interest in fitness, creating a healthy balance and significantly benefiting athleisure appeal.
Home office but make it fashion: the athleisure trend on social networks
The hype is especially visible on social media. Instead of enviable selfies from Bali or chic Cape Town hotel balconies, home workout selfies became popular during the pandemic. Millennials and Gen Zers engaged in digital yoga sessions and home workouts, many continuing these routines in a stylish mix of jogging bottoms, tracksuit pants, and vintage hoodies—fueling the athleisure trend for both regular users and influencers.
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A trend that continues to grow
Gen Z and young adults show a strong preference for online shopping, heavily influenced by social media and peer groups. Nearly three-quarters of Gen Z prefer shopping on their phones, and over forty percent discover new products through short videos—platforms where the athleisure trend thrives. Remote work remains prevalent post-pandemic, and interest in fitness continues, as shown by the sustained popularity of wearables like smartwatches and fitness trackers. This creates promising prospects for both the fashion and sports industries, especially as they target young consumers on social media.
Athleisure collections as a sales driver for the fitness and fashion industry
“Millennials and Gen Zers want fashionable activewear to stay active throughout the day—for relaxation, work, and all activities,” says trend expert Claire Conner from fashion label Bella+Canvas. Like many brands, Bella+Canvas has launched its own athleisure line to meet rising demand for comfortable outfits from younger consumers. Ultra-soft materials, futuristic graphics, and silhouettes and colors inspired by the 90s are in high demand, drawing from pop culture trends amplified by influencers and celebrities on TikTok and Instagram.
