Activewear has become a fashion statement, blending comfort, functionality, and style for everyday wear. This trend has gained global popularity, with consumers seeking products that can transition from yoga to coffee and office meetings. Trends like ‘bloke-core’ and ‘Athleisurely’ offer elevated take on staples, increasing sales and brand awareness.

Activewear, once confined to gym sessions or morning runs, has transformed into a fashion statement that seamlessly blends comfort, functionality, and style for everyday wear. The shift towards more versatile activewear pieces has sparked a revolution in the fashion industry, creating a fusion between sportswear and street style that’s both practical and trendy. Gone are the days when workout clothes were hidden away in gym bags. Today, activewear has stepped out of the fitness realm and found its way into the mainstream fashion scene. Whilst everyday activewear may have gained global popularity during and post-COVID-19, the trend was already spilling from the streets onto the catwalks before 2020. Consumers of 2024 want comfort and functionality without compromising on style – they’re looking for products that can easily transition from a sunrise yoga class to a coffee catchup and the office team meeting without breaking a sweat. Beyond the gym though, more and more fashion-conscious consumers are donning activewear apparel for everyday looks. With trends like ‘bloke-core’ that incorporate retro football jerseys, vintage tennis skirts and sport-intended sneakers spreading internationally, activewear brands that offer elevated take on product staples can significantly increase sales and brand awareness. Join London Contour Experts as we delve deep into the ‘Athleisurely’ trend!


Activewear brands seeking to captivate more fashion-led consumers while retaining sportswear functionality can implement strategic marketing and packaging approaches. Firstly, highlighting versatility is key. Marketing campaigns should showcase multifunctionality, demonstrating how the same activewear outfit can complement both workout sessions and urban settings. Collaborations with influencers or street-style icons can endorse this adaptability, showcasing the brand in diverse settings. Packaging plays a pivotal role in consumer perception. Utilising sleek, minimalist packaging with urban aesthetics and bold typography can resonate with street style sensibilities. Incorporating sustainable materials aligns with modern consumer values and adds an eco-friendly appeal. 

The fusion of fashion and function in design through social campaigns and visual storytelling is key for activewear brands looking to target fashion-focused consumers. Promote technical features subtly like discreet pockets, reflective accents, or innovative fabric blends through clean and sleek imagery that focuses on the smaller details. Engaging storytelling through packaging inserts or QR codes can educate consumers about the garment’s technical aspects without overpowering the visual appeal. Interactive elements, such as QR codes linking to styling tips or exclusive content, enhance the consumer experience, fostering a sense of community around the brand. Additionally, limited-edition releases or collaborations create hype within streetwear circles, driving demand while maintaining the brand’s athletic credibility. Another great way to build your brand identity is through PR events that combine fitness with product launches or previews can be great networking opportunities as well as a chance for consumer feedback and promotion from influencers and industry attendees.


The evolution of activewear has introduced a myriad of fashion-forward designs, incorporating breathable fabrics, innovative cuts, and striking patterns. Activewear brands seeking to captivate street-style consumers while maintaining the functionality of sportswear must marry fashion with function. Achieving this fusion involves strategic design elements. Brands can infuse bold colours, edgy patterns, and modern silhouettes into their designs. This resonates with streetwear and fashion enthusiasts while ensuring the apparel retains its performance features. Activewear is a category in the fashion industry that isn’t afraid to innovate product design through technology to improve performance. Blend breathable, moisture-wicking fabrics with trendy textures or finishes for a winning combination. For instance, utilising smart fabric tech such as those that can regulate body temperature or protect against radiation with a dynamic pattern or a glossy finish elevates the visual appeal without compromising on performance.

As environmental consciousness continues to shape consumer choices, many brands have embraced eco-friendly fabrics and manufacturing processes using fabric technology originated in the activewear and sports industries. From recycled polyester to organic cotton and even to mushroom leather, these sustainable options not only contribute to reducing the fashion industry’s environmental footprint but also offer high-quality, long-lasting activewear pieces. Moreover, the fusion of activewear with street style has blurred the lines between performance-driven sportswear and urban fashion. Explore new fabric manufacturing technologies such as seamless and bonding which allow for durability, comfort and style without compromising on performance. Athleisure-inspired outfits feature bold logos, colour blocking, and statement accessories that add a touch of urban flair. 


Exploring Sustainable Innovations: Insights from Performance Days in Munich

Our team was present at Performance Days, a significant event for professionals in the bodywear fashion realm. With an emphasis on sustainable fabrics, this forum provided crucial insights for industry leaders. We’ve condensed these insights to offer guidance on navigating the latest trends and innovations for your upcoming collections.

Meet Hysculpt

Our family has expanded to include a two new companies. Head to HYSCULPT for all your marketing & PR needs and get to know Bodywear Lab for design and production support!

Meet Bodywear Lab

Our family has expanded to include a two new companies. Head to HYSCULPT for all your marketing needs and get to know Bodywear Lab for design and production support!