Gen Z and Gen Alpha are transforming the global fashion and sportswear industries, according to a new report from Boston Consulting Group (BCG). Together, these generations are projected to account for 40 percent of the US fashion market within a decade, pushing brands toward creator-led storytelling, AI-enabled commerce and hybrid categories that merge performance and lifestyle – such as athleisure.
The rise of Gen Z and Gen Alpha marks a fundamental shift in how fashion – including athleisure and sportswear – is designed, marketed and consumed. These consumers expect brands to blur the lines between performance, comfort and self-expression while staying transparent about sustainability and ethics.
The BCG report, How Gen Z and Gen Alpha Are Rewiring the Fashion Industry, observes that this demographic no longer separates activewear from everyday fashion. Its members favor functionality, inclusivity and fluid style – redefining sportswear as part of mainstream fashion rather than a niche performance category.
By the numbers
- 40 percent of the US fashion market will be driven by Gen Z and Gen Alpha within the next decade.
- Over 40 percent of these consumers already use AI tools for product discovery.
- Athleisure ranks among the most searched and purchased categories for Gen Z shoppers globally, merging comfort, identity and digital influence.
- Five imperatives for brands: define micro-segments, invest in creator culture, integrate AI and social commerce, rethink pricing, and elevate sustainability.
This trend isn’t new – the report simply confirms it. Sportswear brands must now treat athleisure as a growth driver. To stay relevant, they’ll need to build faster content pipelines, co-create with athletes and creators, and embrace cultural agility:
For Gen Z and Gen Alpha, sports culture begins with the traditional core of professional athletes, major leagues and broadcast viewing, but it does not stop there. Adjacent growth now includes college and amateur play, niche sports, and lifestyle expressions such as sneakers or jerseys as fashion. At the frontier, sports have become immersive, interactive and creator-driven. Younger generations engage through esports, fitness influencers, fantasy leagues, gaming and betting. Social platforms enable constant participation, whether through second-screen viewing, gamified fitness apps, or creator-led fandom that spans multiple channels.
—How Gen Z and Gen Alpha Are Rewiring the Fashion Industry (p. 21)
The convergence of sport, fashion and technology will define the next decade of apparel. For brands, winning Gen Z and Gen Alpha means designing for movement, identity and meaning – not just performance.
