When Lululemon first emerged on the market two decades ago, the activewear giant gained traction by focusing on yoga, th…

When Lululemon first emerged on the market two decades ago, the activewear giant gained traction by focusing on yoga, then a niche, untapped sport. Now, it’s a $6 billion empire that’s expanded beyond yoga to create sports apparel and accessories.⁠

Lululemon’s trajectory has become a model for activewear upstarts that hope to compete with the likes of Nike and Adidas by catering to a sport that’s gaining momentum and hasn’t yet been claimed by bigger companies.⁠

After two years of a global pandemic creating new recreational habits, Luxury brands and activewear startups are betting on the growth of pickleball, padel, rugby, boxing and skiing to inspire a new appetite for sportswear. Retailers are seeing a growing appetite for sports apparel in these categories. Farfetch’s skiwear assortment grew 192 percent in 2022 while Asos has seen a 10 percent annual increase of rugby products.⁠

Read the full story by BoF’s Chavie Lieber and Daniel-Yaw Miller. [Link in bio]⁠

✍🏻 @chavielieber, @danielyaw_⁠
📷 @freepeople⁠

#lululemon #yogafashion #skiwear

(SOURCE) https://www.instagram.com/p/Ce_AIuwuomX

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