If getting active is part of your 2025 New Year’s resolution, you’re in luck.
The U.S. athletic apparel market is thriving, offering an abundance of options for fitness enthusiasts. Athleisure, as it’s commonly known, has seen remarkable growth in recent years. With estimates placing the market value between $338 billion and $403 billion, projections suggest it could nearly double to over $620 billion by 2030.
A large portion of this growth can be attributed to the COVID-19 pandemic, which led many to adopt healthier lifestyles. As people spent more time at home, outdoor activities like jogging and cycling surged in popularity. With fewer workers commuting, business casual attire became obsolete, and comfort-focused clothing like sneakers, leggings, and sweatpants became the new norm.
This shift in consumer habits allowed established athleisure brands to grow even larger. For example, New Balance nearly doubled its sales during the pandemic and saw a 97% revenue increase in 2023 compared to the previous four years.
While much of the retail industry consolidates, with large companies acquiring smaller competitors, the athleisure space is experiencing the opposite. Brands—both established and emerging—continue to find success among consumers with varying needs, activities, and preferences. Social media has played a key role in this, helping brands connect with customers and build direct-to-consumer models.
Consumers today are more willing to wait for their orders or pay a little extra for workout gear that aligns with their fitness pursuits. This sense of belonging to a specific sport or activity is driving demand for athleisure products. As of 2024, Lululemon’s direct-to-consumer segment accounts for more than half of its net revenue, with e-commerce sales making up 41% of its total revenue in the most recent quarter.
In line with this trend, Skechers has been experiencing significant success. In 2024, the company achieved a record revenue of $8.97 billion, reflecting a 12.5% increase from the previous year. Skechers has also secured high-profile partnerships with sports stars like English footballer Harry Kane and has opened new experiential stores. The company plans to open up to 200 new stores in 2025.
As of February, Skechers has already opened 14 company-owned stores and anticipates opening 180 to 200 more throughout the year.
David Weinberg, EVP and COO of Skechers, commented, “With the breadth of our product and global reach, Skechers’ branded stores, both concept locations and high-traffic malls, outlets, and big-box stores, continue to drive awareness and purchase intent. While we remain focused on our core business, we believe our performance division, which includes basketball, soccer, golf, running, and pickleball footwear, will become an increasingly important part of our growth story globally.”
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