Why are Gen Zers sporting luxury athleisure?

©Nike (2024)

REPORT

25 Nov 2024

Gen Z is redefining athleisure as more than just workout gear – it's a lifestyle statement woven into their values, fitness goals, and identity. Prioritising durability and brand connections over big names, they seek labels that foster community through shared experiences and authentic engagement.

Sectors
LuxuryPhysical healthFashion and Style
Location
United Kingdom
Generation
Gen Z (born 1997-2010)

Stef Williams

Stef Williams is an influencer turned entrepreneur with two successful businesses under her belt – WeGLOW, a women’s workout app and SEFI, an activewear label. Through supportive content, Williams aims to help her community of women feel the best they ever have, physically and mentally.

Matt Shotton

Matt Shotton is the head of 247, a performance range from luxury streetwear brand Represent. Previously, he held senior positions at Adidas and Nike, focusing on innovation and product strategy.

Alice Porter

Alice Porter is a London-based freelance writer and journalist who writes for publications including Stylist, Refinery29, VICE, and Dazed.

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