Fashion / news
Activewear Consumers Shift Focus to Emerging Brands as Growth Slows
Emerging brands Set Active, 437 and Oner Active are gaining traction with a new generation of consumers as growth slows across the activewear category, challenging established players Lululemon and Nike.
The activewear market is experiencing a slowdown in growth, and a cohort of newer brands is capitalizing on the shift. Labels such as Set Active, 437 and Oner Active are attracting a younger demographic, according to a recent industry analysis.
These emerging companies are resonating with consumers through targeted marketing and product offerings that differentiate them from legacy giants. The trend signals a potential reordering of the competitive landscape in activewear.
For years, Lululemon and Nike have dominated the category, but changing consumer preferences are opening doors for smaller, agile brands. The rise of these newcomers reflects a broader desire for novelty and community-driven branding.
The movement comes as the overall activewear sector matures, prompting established players to innovate and defend their market share. The momentum behind Set Active, 437 and Oner Active underscores the dynamic nature of the fashion and retail space.