The post-pandemic workout boom shows no signs of abating: the global activewear market is predicted to reach $451.1bn by 2028 (Statista, 2023). As sportswear aesthetics continue to infiltrate everyday wardrobes, brands spanning all corners of the fashion industry are pivoting to focus on new active outputs that merge form with function.

‘Frenemy-based’ partnerships see industry leaders becoming unlikely allies in a bid to share research – and loyal fanbases – instead of competing. Elsewhere, established heavyweights join forces with up-and-coming brands to capitalise on this sports-centric surge. Whether it’s to combine intel or to target hypebeasts, collaboration is king in the activewear arena.

The clothing marketplace is exploding with new, exciting fashion-led sports merch and team kit launches. Unexpected collaboration is, again, key to this future direction – as is a huge nod to nostalgia and local allegiances and a fresh luxury product emphasis, resulting in playing fields and fanbase arenas that have never looked so on-trend.

From a focus on female needs and interesting developments in the kids sphere to an extra emphasis on addressing inclusivity, active brands are ramping up efforts to present a less male-dominated picture. More can still be done, but it’s an exciting time for diverse developments, and smart businesses will explore how to ‘lead’ with this future-facing approach.