The sports world is changing at a fast pace, becoming more inclusive than ever and blurring the lines that dictate gender gaps. The latest transformation in sports fashion, for instance, aims at bringing male athletes closer to athleisure brands, known to sell exclusively women’s attire.
Why are men partnering with athleisure brands?
As proof, Lululemon’s recent partnership with Formula One’s Lewis Hamilton signals a broader trend: athleisure brands, once associated with women’s yoga wear, are rapidly expanding into the men’s market. With staple brands such as Nike and Adidas pushing women’s sportswear, brands like Lululemon and Alo are targeting male athletes to reshape consumer perceptions and boost sales.
Hamilton himself admitted he was unaware of Lululemon’s men’s offerings, highlighting the perception gap these brands aim to close. Athletes like Frances Tiafoe, Jimmy Butler, and Joe Burrow have signed with athleisure brands, leveraging their influence beyond traditional sports. These partnerships allow athletes to cultivate a lifestyle brand beyond their game, appealing to fashion-forward consumers and expanding the brands’ reach beyond the gym.
The Sports world is changing
In fact, the world of highly competitive sports is changing. Lately, partnerships between creative industries and athletes have become increasingly popular, and the sport professionals are aiming at establishing an off court presence, attending fashion shows and searching for creative rolls among cinema and music.
Unlike legacy sportswear giants, athleisure companies offer athletes more creative control and focus on training, recovery, and off-duty aesthetics rather than game-day performance. While Nike and Adidas dominate official uniforms, athleisure brands are setting trends in sports-adjacent fashion, making them a compelling choice for modern athletes shaping their personal brands.
