Move over Athleisure…here comes Athluxury

May 25th 2016

Now that a definition is secured and ‘Athleisure’ has officially been admitted to the Merriam-Webster dictionary, does it make it okay to wear sweatpants to work every day?  It does if those sweat pants run you $200 (or more).  Move over Athleisure there is a new word in town — Athluxury.

Throughout our past decade of work in the fitness industry, with brands like lululemon, C9 by Champion, Sugoi and Skins, it has been fascinating to watch the transformation.   From people wearing their college sweats at New York Sports Club to being kitted out in the latest print and feeling like the luckiest person in the world to have scored a spot in Taryn Toomey’s The Class, it has been a fitness revolution.  Whether you are headed to a workout, brunch or a meeting, wearing a full activewear look could run you $500+ (tank, sports bra, leggings, sneakers, wrap, bag and more).

The Wall Street Journal recently published a piece questioning if Athleisure has hit its peak now that it is the style uniform and socially acceptable to wear sneakers and leggings even if you have no intention of working out.  The wellness movement is here to stay. People are eating healthier and living active lifestyles and we are instilling these qualities into the next generation at a very young age.

The question to me is what is next…high end fashion lines and luxury retailers are adding activewear lines, more celebrities are launching their own lines (did someone say Beyoncé?) and it is becoming the norm to pair activewear with a sleek leather jacket, cute boots, a layered t-shirt and some great jewelry.

Athleisure may be at its peak, but Athluxury is just getting started.

 

By Caroline Andrew

Caroline has been with Mfa for more than a decade, focusing on strategic counsel, key message development, and exceptional creation and implementation of tactical plans. Through her work at six Olympic Games, Caroline has transformed numerous athletes, sports and events into household names. She is adept at integrating social media into PR strategy and has consistently shown a unique ability to identify opportunities and successfully influence often hard-to-reach audiences, including Millennials. And, she’s already all-in on whatever the next wellness trend will be.

 

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