Fitness Clothing - US - October 2014

The lines between fitness wear and casual wear are blurring as more consumers want clothing options to reflect their busy lifestyles. The number one reason
people say they buy fitness clothing is actually not so they can work out in it, but rather so they can “hang out” in it. This is a telling trend
indicative of consumers’ desires for casual, comfortable, and accessible pieces to wear from gym life to the rest of life, and vice versa.
table Of Content

scope And Themes

what You Need To Know
definition
data Sources
consumer Survey Data
abbreviations And Terms
abbreviations
terms

executive Summary

the Market
market Drivers
rising Hispanic Population Will Impact Fitness Clothing Market
figure 1: Population By Hispanic Origin, 2009-19
figure 2: Fitness Clothing Purchases By Type Of Activity – Any, By Race/hispanic Origin, 2014
higher Consumer Confidence May Lead To Increased Discretionary Spending
nearly All Fitness Clothing Purchases Made In-store, But Online Sales Growing
figure 3: Current Exercise Level Versus A Year Ago, July 2014
rising Obesity Rates Represent A Threat To The Fitness Clothing Industry
figure 4: Prevalence Of Obesity Among Adults Aged 20 And Over, 2011-12
the Consumer
fitness Apparel Not Just For Fitness Anymore
figure 5: Fitness Clothing Purchases By Type Of Activity, July 2014
regular T-shirts Most Purchased Fitness Clothing Item
figure 6: Type Of Fitness Clothing Purchased, July 2014
majority Of Purchasing Done In-store At Mass Merchandisers
figure 7: Retailers Shopped For Fitness Clothing, July 2014
most People Buy Fitness Clothing To Replace Old Or Worn-out Items
figure 8: Reasons For Purchasing Fitness Clothing, By Age, July 2014
comfort Matters Considerably When It Comes To Fitness Clothing
figure 9: Attitudes Toward Fitness Clothing, July 2014
what We Think

issues And Insights

how Is Obesity Impacting The Fitness Clothing Market?
the Issues
the Implications
who Are The Most Fervent Fitness Clothing Buyers?
the Issues
the Implications
what Do Consumers Want In Their Fitness Wear?
the Issues
the Implications

trend Applications

trend: Help Me Help Myself
Fitness Clothing - US - October 2014
trend: Mood To Order
trend: Life – An Informal Affair

market Drivers

key Points
overall Population Growth Will Continue, But Declines Anticipated Among The More Avid Fitness Clothing Purchasers
figure 10: Female Population By Age, 2009-19
figure 11: Male Population By Age, 2009-19
hispanics Will Comprise Nearly 19% Of Total Us Population By 2019
figure 12: Population By Hispanic Origin, 2009-19
figure 13: Hispanic Population By Age, 2009-19
economic Stability Can Lead To Increased Discretionary Spending
figure 14: Consumer Confidence And Unemployment, 2000-14
figure 15: Median Household Income, In Inflation-adjusted Dollars, 2002-12
over One Third Of Americans Are Obese
figure 16: Prevalence Of Obesity Among Adults Aged 20 And Over, 2011-12
figure 17: Percent Of People Aged 20 Or Older Who Are At A Healthy Weight, Overweight, Or Obese, 2009-12
more Consumers Are Shopping Online And Via Mobile Devices
some Positive Indicators In The Fitness Industry At Large, But Much Room For Improving Exercise Participation Rates
figure 18: Physical Fitness Participation, By Age, January 2013-march 2014
figure 19: Exercise Frequency, February 2007-march 2014
figure 20: Current Exercise Level Versus A Year Ago, July 2014

leading Companies

nike, Inc.
adidas Ag
puma Se
under Armour, Inc.
lululemon Athletica Inc.
athleta
outdoor Sports Gear And Specialty Companies

innovations And Innovators

leisure Wear Or Fitness Wear Or Both?
figure 21: Jogger Pants Display From Pacific Sunwear Store, August 2014
figure 22: Dress Pant Yoga Pants, 2014
online Boutiques Are Popping Up
figure 23: Example Yoga Pants, 2014
traditional Clothing Retailers Are Rolling Out New Fitness Apparel Lines
upscale Designers Are Innovating By Adding Fashion To Fitness
leaders Drive The Industry
nike
figure 24: Nike Tech Butterfly Sweatshirt, 2014
adidas
figure 25: Adidas And Pharrell Williams Co-created Leather Track Jacket, September 2014
under Armour
athleta
figure 26: Athleta On The Runway At Ny Fashion Week, September 2014
figure 27: Athleta, Crush Of Adrenaline Performance At Ny Fashion Week, September 2014
“smart” Wearable Fitness Clothing
figure 28: Athos, The Core, 2013

marketing Strategies

overview Of The Brand Landscape
theme: Performance And Heroism
nike
Fitness Clothing - US - October 2014
figure 29: Nike, “just Do It – Out Move Yesterday” Ad, 2013
figure 30: Nike Ad For Never Finished Collection, Featuring Richard Sheerman, 2014
adidas
figure 31: Adidas, “the Dream: All In Or Nothing” For World Cup, May 2014
figure 32: Puma, New “calling All Troublemakers” Brand Spot, 2014
theme: Women’s Empowerment
under Armour
figure 33: Under Armour, “i Will Protect This House” Brand Song, 2014
figure 34: Under Armour, Gisele Bundchen Ad, 2014
figure 35: Under Armour, Misty Copeland Ad, 2014
nike
theme: Community Involvement And Cause Marketing

social Media

key Points
market Overview
key Social Media Metrics
figure 36: Key Performance Indicators, Selected Fitness Clothing Brands, Sept. 8, 2013-sept. 7, 2014
brand Usage And Awareness
figure 37: Brand Usage And Awareness Of Fitness Clothing Brands, July 2014
interaction With Brands
figure 38: Interaction With Fitness Clothing Brands, July 2014
leading Online Campaigns
fitness Fashion
celebrating And Empowering Women
global Reach
“flock To Unlock” Twitter Campaign
hashtags To Drive Engagement
what We Think
online Conversations
figure 39: Online Mentions, Selected Fitness Clothing Brands, Sept. 8, 2013-sept. 7, 2014
where Are People Talking About Fitness Brands?
figure 40: Mentions By Page Type, Selected Fitness Clothing Brands, Sept. 8, 2013-sept. 7, 2014
what Are People Talking About Online?
figure 41: Mentions By Topic Of Conversation, Selected Fitness Clothing Brands, Sept. 8, 2013-sept. 7, 2014

type Of Activity Fitness Clothing Was Purchased For

key Points
fitness Apparel Not Just For Fitness Anymore
figure 42: Fitness Clothing Purchases By Type Of Activity, By Gender, July 2014
figure 43: Exercise Location, February 2007-march 2014
young Adults Are The Fitness Apparel Industry’s Low Hanging Fruit
figure 44: Fitness Clothing Purchases By Type Of Activity, By Age, July 2014
those With Household Income Of $100k+ Have Higher Purchase Incidence Across All Activities
figure 45: Fitness Clothing Purchases By Type Of Activity, By Household Income, July 2014
healthier Consumers Purchase Fitness Apparel To A Greater Degree
figure 46: Fitness Clothing Purchases By Type Of Activity, By Bmi, July 2014
those Who Work Out More Buy More Fitness Clothes
figure 47: Fitness Clothing Purchases By Type Of Activity, By Exercisers And Non-exercisers, July 2014

type Of Fitness Clothing Purchased

key Points
regular T-shirts Most Purchased Fitness Clothing Item
figure 48: Type Of Fitness Clothing Purchased, July 2014
most People Expect To Pay Less Than $25 For Staple Fitness Wear
figure 49: Reasonable Price For Fitness Clothing Items, July 2014
purchases Reflect Gender And Age-specific Sport And Exercise Preferences
figure 50: Type Of Fitness Clothing Purchased, By Gender And Age, July 2014
men Aged 18-34 Willing To Pay More For Fitness Clothing
Fitness Clothing - US - October 2014
figure 51: Reasonable Price For Fitness Clothing Items – Mean, By Gender And Age, July 2014
those With Higher Incomes More Likely To Purchase Higher-priced Items
figure 52: Type Of Fitness Clothing Purchased, By Household Income, July 2014
affluent Consumers Will Spend Significantly More On All Clothing Items
figure 53: Reasonable Price For Fitness Clothing Items – Mean, By Household Income, July 2014
those At A Healthier Weight Buy A Wider Variety Of Fitness Apparel
figure 54: Type Of Fitness Clothing Purchased, By Bmi, July 2014
those At A Healthier Weight Are Willing To Spend More On All Items
figure 55: Reasonable Price For Fitness Clothing Items – Mean, By Bmi, July 2014
higher Exercise Frequency Equates To Higher Fitness Clothing Purchase Incidence
figure 56: Type Of Fitness Clothing Purchased, By Exercisers And Non-exercisers, July 2014

retailers Shopped For Fitness Clothing

key Points
majority Of Purchasing Done In-store At Mass Merchandisers
figure 57: Retailers Shopped For Fitness Clothing, July 2014
retailers Shopped In-store
men More Likely To Shop At Specialty Stores
figure 58: Retailers Shopped In-store, By Gender And Age, July 2014
those With Household Income Of $100k+ Turn To The Greatest Range Of Retailers
figure 59: Retailers Shopped In-store, By Household Income, July 2014
healthier, More Engaged Consumers Exhibit Widest Range Of Purchasing
figure 60: Retailers Shopped In-store, By Bmi, July 2014
retailers Shopped Online
four Out Of Five Men Aged 18-34 Purchase Fitness Clothing Online
figure 61: Retailers Shopped Online, By Gender And Age, July 2014

reasons For Purchasing Fitness Clothing

key Points
most People Buy Fitness Clothing To Replace Old Or Worn-out Items
figure 62: Reasons For Purchasing Fitness Clothing, By Gender, July 2014
younger Consumers More Apt To Purchase As A Treat Or For Motivation
figure 63: Reasons For Purchasing Fitness Clothing, By Age, July 2014
regardless Of Household Income, Replacement Is Primary Reason For Buying Fitness Clothing
figure 64: Reasons For Purchasing Fitness Clothing, By Household Income, July 2014

important Attributes In Fitness Clothing

key Points
comfort Matters Considerably When It Comes To Fitness Clothing
figure 65: Important Attributes In Fitness Clothing, July 2014
women Want In-fashion Styles While Men Turn To Brand Names
figure 66: Important Attributes In Fitness Clothing - Any Rank, By Gender, July 2014
themes About Style And Versatility Will Resonate Well With Younger Adults
figure 67: Important Attributes In Fitness Clothing - Any Rank, By Gender And Age, July 2014
as Household Income Rises, So Does Interest In Extra Stylish Features
figure 68: Important Attributes In Fitness Clothing - Any Rank, By Household Income, July 2014

attitudes Toward Fitness Clothing

key Points
loose Fitting Clothing That Provides Modesty Is Preferred By Most
figure 69: Attitudes Toward Fitness Clothing, July 2014
attitudes Toward Fashion, Fit, And Cost Vary By Gender And Age
figure 70: Attitudes Toward Fitness Clothing, By Gender And Age, July 2014
affluent Consumers More Willing To Pay For Durability And Technological Advances In Fitness Clothing
figure 71: Attitudes Toward Fitness Clothing, By Household Income, July 2014

Fitness Clothing - US - October 2014
race And Hispanic Origin

key Points
hispanics Very Engaged In Buying Fitness Apparel For Multitude Of Activities
figure 72: Fitness Clothing Purchases By Type Of Activity, By Race/hispanic Origin, July 2014
figure 73: Physical Fitness Participation, By Race/hispanic Origin, January 2013-march 2014
figure 74: Frequency Of Exercise, By Race/hispanic Origin, January 2013-march 2014
race/ethnicity Does Not Have A Major Impact On Type Of Clothing Purchased
figure 75: Type Of Fitness Clothing Purchased, By Race/hispanic Origin, July 2014
hispanics Shop At A Variety Of Stores
figure 76: Retailers Shopped In-store, By Race/hispanic Origin, July 2014
hispanics And Blacks Show Higher Tendency For Online Purchasing
figure 77: Retailers Shopped Online, By Race/hispanic Origin, July 2014
hispanics And Blacks See Fitness Clothing As A Treat
figure 78: Reasons For Purchasing Fitness Clothing, By Race/hispanic Origin, July 2014
comfortable Clothing Number One Attribute Among All Races/ethnicities
figure 79: Important Attributes In Fitness Clothing - Any Rank, By Race/hispanic Origin, July 2014
attitudes Toward Fitness Clothing Among Different Ethnicities Align With Those Of The General Population
figure 80: Attitudes Toward Fitness Clothing, By Race/hispanic Origin, July 2014

appendix – Other Useful Consumer Tables

exercise Participation
figure 81: Participated In A Regular Exercise Program, By Demographics, January 2013-march 2014
type Of Activity Fitness Clothing Was Purchased For
figure 82: Fitness Clothing Purchases By Type Of Activity, By Marital/relationship Status, July 2014
figure 83: Fitness Clothing Purchases By Type Of Activity, By Presence Of Children In Household, July 2014
figure 84: Fitness Clothing Purchases By Type Of Activity, By Employment, July 2014
figure 85: Fitness Clothing Purchases By Type Of Activity, By Generations, July 2014
figure 86: Fitness Clothing Purchases By Type Of Activity, By Area, July 2014
reasons For Purchasing Fitness Clothing
figure 87: Reasons For Purchasing Fitness Clothing, By Marital/relationship Status, July 2014
figure 88: Reasons For Purchasing Fitness Clothing, By Presence Of Children In Household, July 2014
figure 89: Reasons For Purchasing Fitness Clothing, By Employment, July 2014
figure 90: Reasons For Purchasing Fitness Clothing, By Generations, July 2014
figure 91: Reasons For Purchasing Fitness Clothing, By Bmi, July 2014
type Of Fitness Clothing Purchased
figure 92: Type Of Fitness Clothing Purchased, By Marital/relationship Status, July 2014
figure 93: Type Of Fitness Clothing Purchased, By Presence Of Children In Household, July 2014
figure 94: Type Of Fitness Clothing Purchased, By Generations, July 2014
figure 95: Type Of Fitness Clothing Purchased, By Employment, July 2014
reasonable Price For Fitness Clothing
figure 96: Reasonable Price For Fitness Clothing Items – Mean, By Marital Status, July 2014
figure 97: Reasonable Price For Fitness Clothing Items – Mean, By Employment, July 2014
figure 98: Reasonable Price For Fitness Clothing Items – Mean, By Generations, July 2014
figure 99: Reasonable Price For Fitness Clothing Items – Mean, By Race/hispanic Origin, July 2014
retailers Shopped For Fitness Clothing – In-store
figure 100: Retailers Shopped In-store, By Marital/relationship Status, July 2014
figure 101: Retailers Shopped In-store, By Household Size, July 2014
figure 102: Retailers Shopped In-store, By Presence Of Children In Household, July 2014
figure 103: Retailers Shopped In-store, By Employment, July 2014
figure 104: Retailers Shopped In-store, By Generations, July 2014
retailers Shopped For Fitness Clothing – Online
figure 105: Retailers Shopped Online, By Marital/relationship Status, July 2014
figure 106: Retailers Shopped Online, By Household Size, July 2014
figure 107: Retailers Shopped Online, By Presence Of Children In Household, July 2014
figure 108: Retailers Shopped Online, By Employment, July 2014
figure 109: Retailers Shopped Online, By Generations, July 2014
figure 110: Retailers Shopped Online, By Bmi, July 2014
figure 111: Retailers Shopped In-store Or Online, By Type Of Fitness Clothing Purchased, Have Bought This In The Past 12 Months, July 2014 – Part 1
figure 112: Retailers Shopped In-store Or Online, By Type Of Fitness Clothing Purchased – Have Bought This In The Past 12 Months, July 2014
– Part 2
figure 113: Retailers Shopped In-store Or Online, By Type Of Fitness Clothing Purchased – Have Bought This In The Past 12 Months, July 2014
– Part 3
attitudes Toward Fitness Clothing
Fitness Clothing - US - October 2014
figure 114: Attitudes Toward Fitness Clothing, By Marital/relationship Status, July 2014
figure 115: Attitudes Toward Fitness Clothing, By Household Size, July 2014
figure 116: Attitudes Toward Fitness Clothing, By Presence Of Children In Household, July 2014
figure 117: Attitudes Toward Fitness Clothing, By Employment, July 2014
figure 118: Attitudes Toward Fitness Clothing, By Generations, July 2014
figure 119: Attitudes Toward Fitness Clothing, By Bmi, July 2014
figure 120: Attitudes Toward Fitness Clothing, By Exercisers And Non-exercisers, July 2014
important Attributes In Fitness Clothing
figure 121: Important Attributes In Fitness Clothing - Any Rank, By Bmi, July 2014
figure 122: Important Attributes In Fitness Clothing - Any Rank, By Marital Status, July 2014
figure 123: Important Attributes In Fitness Clothing - Any Rank, By Presence Of Children In Household, July 2014
figure 124: Important Attributes In Fitness Clothing - Any Rank, By Employment, July 2014
figure 125: Important Attributes In Fitness Clothing - Any Rank, By Generations, July 2014
figure 126: Important Attributes In Fitness Clothing – Rank 1, By Type Of Fitness Clothing Purchased, July 2014 - Part 1
figure 127: Important Attributes In Fitness Clothing – Rank 1, By Type Of Fitness Clothing Purchased, July 2014 – Part 2
physical Fitness Participation
figure 128: Physical Fitness Participation, By Gender, January 2013-march 2014
figure 129: Physical Fitness Participation, By Age, January 2013-march 2014
figure 130: Physical Fitness Participation, By Household Income, January 2013-march 2014
figure 131: Physical Fitness Participation, By Education, January 2013-march 2014
figure 132: Physical Fitness Participation, By Marital Status, January 2013-march 2014
where Consumers Exercise
figure 133: Where Consumers Exercise, By Gender, January 2013-march 2014
figure 134: Where Consumers Exercise, By Age, January 2013-march 2014
figure 135: Where Consumers Exercise, By Race/hispanic Origin, January 2013-march 2014
figure 136: Where Consumers Exercise, By Household Income, January 2013-march 2014
figure 137: Where Consumers Exercise, By Education, January 2013-march 2014
figure 138: Where Consumers Exercise, By Marital Status, January 2013-march 2014
frequency Of Exercise
figure 139: Frequency Of Exercise, By Household Income, January 2013-march 2014
figure 140: Frequency Of Exercise, By Education, January 2013-march 2014
figure 141: Frequency Of Exercise, By Marital Status, January 2013-march 2014
figure 142: Frequency Of Exercise, By Gender And Age, January 2013-march 2014
exercise Trends
figure 143: Exercise Trends, By Gender And Age, July 2014
figure 144: Exercise Trends, By Household Income, July 2014
figure 145: Exercise Trends, By Race/hispanic Origin, July 2014

appendix – Social Media

key Brand Metrics
figure 146: Key Social Media Indicators Of Selected Fitness Clothing Brands, August 2014
online Conversations
figure 147: Online Mentions, Selected Fitness Clothing Brands, Sept. 8, 2013-sept. 7, 2014
brand Usage Or Awareness
figure 148: Brand Usage Or Awareness, July 2014
figure 149: Nike Usage Or Awareness, By Demographics, July 2014
figure 150: Adidas Usage Or Awareness, By Demographics, July 2014
figure 151: Under Armour Usage Or Awareness, By Demographics, July 2014
figure 152: Puma Usage Or Awareness, By Demographics, July 2014
figure 153: Lululemon Athletica Usage Or Awareness, By Demographics, July 2014
figure 154: Athleta Usage Or Awareness, By Demographics, July 2014
activities Done
figure 155: Activities Done, July 2014
figure 156: Nike – Activities Done – I Have Looked Up/talked About This Brand Online On Social Media, By Demographics, July 2014
figure 157: Nike – Activities Done – I Have Contacted/interacted With The Brand Online On Social Media To, By Demographics, July 2014
figure 158: Nike – Activities Done – I Follow/like The Brand On Social Media Because, By Demographics, July 2014
figure 159: Nike – Activities Done – I Have Researched The Brand On Social Media To, By Demographics, July 2014
figure 160: Adidas – Activities Done – I Have Looked Up/talked About This Brand Online On Social Media, By Demographics, July 2014
figure 161: Adidas – Activities Done – I Have Contacted/interacted With The Brand Online On Social Media To, By Demographics, July 2014
figure 162: Adidas – Activities Done – I Follow/like The Brand On Social Media Because, By Demographics, July 2014
figure 163: Adidas – Activities Done – I Have Researched The Brand On Social Media To, By Demographics, July 2014
figure 164: Under Armour – Activities Done – I Have Looked Up/talked About This Brand Online On Social Media, By Demographics, July 2014
figure 165: Under Armour – Activities Done – I Have Contacted/interacted With The Brand Online On Social Media To, By Demographics, July
2014
figure 166: Under Armour – Activities Done – I Follow/like The Brand On Social Media Because, By Demographics, July 2014
Fitness Clothing - US - October 2014
figure 167: Under Armour – Activities Done – I Have Researched The Brand On Social Media To, By Demographics, July 2014
figure 168: Puma – Activities Done – I Have Looked Up/talked About This Brand Online On Social Media, By Demographics, July 2014
figure 169: Puma – Activities Done – I Have Contacted/interacted With The Brand Online On Social Media To, By Demographics, July 2014
figure 170: Puma – Activities Done – I Follow/like The Brand On Social Media Because, By Demographics, July 2014
figure 171: Puma – Activities Done – I Have Researched The Brand On Social Media To, By Demographics, July 2014
figure 172: Lululemon Athletica – Activities Done – I Have Looked Up/talked About This Brand Online On Social Media, By Demographics, July
2014
figure 173: Lululemon Athletica – Activities Done – I Have Contacted/interacted With The Brand Online On Social Media To, By Demographics,
July 2014
figure 174: Lululemon Athletica– Activities Done – I Follow/like The Brand On Social Media Because, By Demographics, July 2014
figure 175: Athleta – Activities Done – I Have Looked Up/talked About This Brand Online On Social Media, By Demographics, July 2014
figure 176: Athleta – Activities Done – I Have Contacted/interacted With The Brand Online On Social Media To, By Demographics, July 2014
figure 177: Athleta – Activities Done – I Follow/like The Brand On Social Media Because, By Demographics, July 2014

appendix – Trade Associations
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Fitness Clothing - US - October 2014