More than half of the British population, precisely 53.7 percent, bought activewear over the last 12 months, according to recent figures from Verdict Retail. Thanks to a health and fitness culture being on the rise, activewear seems to have grown essential to consumers' wardrobes and habits, with 52.3 percent of U.K. consumers saying they wear it more than once a week, regardless of the reason. Sales were highest among the 25-44-year olds. Wearing activewear has become acceptable for both physical activity and everyday social life, with 43.3 percent of consumers declaring they even prefer activewear over other clothing in their wardrobe. Big sports retailers are still the consumers' first choice for activewear, with 9.7 percent of consumers shopping at JD Sports and 9.6 percent at Sports Direct, followed in third place by Primark, at 7.4 percent. Performance features are still important but are no longer enough. Style and fashion have become key factors in the purchasing decision, especially for women, and both sports brands and retailers are adapting their strategies accordingly.

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