The US athleisure market is shifting from niche trend to dominant lifestyle category, driven by product innovation, sustainability and expanding digital channels, with projections reaching over $318 billion (€303bn) by 2035.
The US athleisure market has moved from niche segment to mainstream lifestyle category at the intersection of performance, comfort and everyday fashion. According to Market Research Future’s report US Athleisure Market Outlook 2035, the market was valued at $117.88 billion (€112bn) in 2024 and is projected to climb to $318.23 billion (€303bn) by 2035, implying a compound annual growth rate of 9.45 percent. These figures reflect rising consumer preferences for garments that move seamlessly between work, fitness and leisure.
Lifestyle shifts drive demand for versatile apparel
Much of the expansion is driven by structural changes in how Americans dress and work: hybrid working models, heightened fitness participation and broader casualization of wardrobes have made versatile, comfortable apparel a staple rather than a fad. Industry data shows consumers now prioritize breathable fabrics, ergonomic design and versatile silhouettes that deliver all-day comfort without sacrificing aesthetics, prompting brands to focus on product diversification across leggings, joggers, sports bras, hoodies and performance tops.
Major brands invest to defend market share
The competitive landscape remains concentrated among major global and US players: Nike, Adidas, Lululemon, Under Armour, Puma, Reebok, Athleta, Fabletics and Gymshark. These firms are investing in material science, digital engagement and omnichannel distribution to defend market share. Reuters reporting underlines that such investment is crucial: Lululemon has faced weakening US demand and has adjusted forecasts and leadership amid pressure to regain momentum, while Adidas is actively targeting greater US share as Nike navigates its own sales challenges.
Digital channels reshape distribution and pricing
Direct-to-consumer models, social commerce and mobile-first platforms that offer wider assortments, personalization and improved margins are driving the athleisure market evolution. Brick-and-mortar still plays a role for tactile evaluation and brand experience, but online growth is enabling faster experimentation with assortments and data-driven merchandising. This shift has also intensified pricing pressures and competition, making differentiation through innovation and community engagement more important than ever.
Sustainability and smart textiles drive differentiation
Sustainability credentials are now essential for North American athleisure consumers. Brands are racing to incorporate recycled polyester, organic cotton and low-impact manufacturing into their supply chains, while consumers increasingly demand transparency about sourcing. At the same time, technical innovation is opening new fronts for differentiation: moisture-wicking fabrics, antimicrobial treatments and temperature-regulating textiles are moving from premium niches into mainstream collections, allowing brands to command higher prices and build deeper customer loyalty. How successfully companies execute on both sustainability and performance will likely determine who thrives and who gets squeezed in an increasingly crowded market.
Execution risk accompanies growth projections
Commercial results and investor sentiment already reflect these dynamics. Reuters coverage of recent corporate developments shows how quickly fortunes can turn: Lululemon’s revised forecasts and executive changes have prompted investor calls for a strategic reset, while Adidas’s US push and collaboration strategy illustrate opportunities for incumbents to seize share as rivals stagger. These episodes underline that growth forecasts coexist with execution risk – especially for brands targeting younger consumers amid intensifying competition from niche challengers.
Looking ahead, the market presents material opportunities for manufacturers, retailers and investors who can combine product innovation, credible sustainability claims and effective omnichannel engagement. According to the report, the sector’s projected CAGR and long-run revenue trajectory make athleisure an attractive growth theme, but realizing that potential will depend on navigating pricing headwinds, maintaining brand relevance and translating technical textile advances into compelling consumer benefits.
