Women in Active: 3 Key Insights

Modest fashion has increasingly become an area of interest for a number of athletic brands in recent years. As the general modest fashion market is currently forecast to hit $402bn by 2024 (The Reflective, 2020), it seems that modest activewear is finally having a commercial breakthrough.

Having previously released a sports-friendly hijab in 2017, Nike launched its first collection of modest swimwear – which included a hijab swimsuit – in 2019. This move has been echoed by a number of athletic brands since, with the release of Canadian yoga label Lululemon’s performance hijab earlier this summer being a notable example.

Subsequently, other industry leaders, including Adidas (also via a collaboration with South African designer Thebe Magugu), Puma, Speedo and Under Armour, are consciously expanding their product offerings to more widely accommodate modesty and tap this increasingly commercial opportunity. Even brands like Kim Kardashian’s Skims are testing the waters of modesty by introducing a variety of long-sleeved one-pieces.

Other brands to keep on your radar include The Giving Movement (Dubai), Lilit (Malaysia), Sukoon Active (US), and Aab Collection, Lyra Swim and Imaan Active (all UK).

Active and outdoor maternity wear is also experiencing a surge of interest, with both Nike and Adidas launching their very first maternity workout collections as recently as 2020. Adidas’s collection is specifically designed with stretch in mind, so that the pieces are comfortable and functional both during pregnancy and postpartum. This year, the brand released an active collection with Stella McCartney that includes a performance nursing bra. Nike took a similar approach, employing reversible and transformable design techniques to ensure longevity in addition to creating a sports bra that can accommodate breastfeeding.

The North Face Japan’s Autumn/Winter 2022 collection uses modularity to ensure products can be used both during and after pregnancy. For example, a puffer jacket with a detachable blanket can be transformed into a baby carrier. The collection also includes items like fleeces, stretchy overalls and convertible carrier bags – both pragmatism and performance remain front of mind.

Key brands to know in the maternity activewear space include US-based yoga brand Beyond Yoga and Australia’s D+K Active and Cake Maternity.

There is still a way to go inclusivity-wise in the activewear space, and brands are rightly shifting their attention to the specific challenges faced by female BIPOC consumers. This month, Adidas partnered with UK-based Black-owned inclusive swimwear brand Soul Cap on a swimming cap designed specifically for Black hair. The cap has extra room for longer and thicker hair and comes just a month after Fina reversed a ban on the cap being used during competition due to its larger size.

This is a key case study, as Adidas recognised a gap in the market that needed to be filled and instead of going it alone, chose to collaborate with a brand that already had the product and the insights. When it comes to creating more inclusive products, it’s almost always better to collaborate.

Elsewhere, the market for plus-size activewear is still underserved despite the fact that the global plus-size womenswear market is expected to reach more than $264bn by 2027 (PipeCandy, 2022). There are untapped niches in this sector that go far beyond leggings and swimwear – consider the opportunities in outdoor, performance and technical wear.

US-based Universal Standard is a clear industry leader in the extended-size product arena, while Target and Old Navy are also quickly becoming key players in this space. Other brands to know include UK-based Snag and US company Eloquii.