We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In the 80s and 90s, bodybuilding’s image was built around the masculine, muscular gym head. New York-based Yeah, I Work Out is a contemporary athleisure brand that’s banking on the nostalgia of bodybuilding’s heyday and designing workout wear that caters to a new generation of gym-goers.

Athleta is launching a digital platform with a mission to empower and connect women on topics from mindfulness to body positivity. People have turned to athleisure brands during the pandemic for comfort and exercise, and these brands are hoping to maintain loyalty through shared values.

With growing interest in health and fitness as well as comfort, fashion staple denim is being dethroned by a thriving athleisure market. Tapping into this growing move towards more flexible, multi-purpose apparel, iconic denim brands such as Levis are making their way into athleisure.

The launch of Nike (M) marks a turning point in the visibility of active women who want to continue exercising while pregnant and during the postpartum period. Historically underserved, Nike is catering to women looking for activewear that suits and supports the needs of their changing body.