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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.
– Diana Smith, Senior Research Analyst, Retail & Apparel

This report answers the following key questions:

  • How is obesity impacting the fitness clothing market?
  • Who are the most fervent fitness clothing buyers?
  • What do consumers want in their fitness wear?
The fitness clothing industry is at a three-way intersection of fitness, leisure, and fashion. This is driving the hottest trend in the industry right now, known as ‘athleisure chic.’ Consumers are demanding clothing options that are as versatile as they are themselves, and reflective of their busy lifestyles. They are increasingly investing in comfortable clothing that can be worn both inside and outside of the gym. The industry is literally being transformed by consumers’ changing lifestyles, shopping habits, wallet thresholds, and technological prowess.
 
The market:
 
Growth in the fitness clothing market is driven by an overarching trend toward casualization as consumers are shifting expenditures from other categories into activewear, causing the market boundaries to blur as activewear for exercising blends into daywear for leisure purposes.
 
Fitness clothing is also becoming more fashionable, and retailers continue to provide consumers with more options across styles, colors, patterns, fabrics and technology. The “athleisure-wear” trend should prevail for some time although rising obesity rates and an aging population represent threats to the industry.

 

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Table of contents

  1. 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
                                                      • 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
                                                                                              • 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
                                                                                                                                • 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
                                                                                                                                                    • 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
                                                                                                                                                          • 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
                                                                                                                                                          • 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

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Converse, Inc
                                                                                                                                                        • Eddie Bauer
                                                                                                                                                        • Gap Inc
                                                                                                                                                        • Helly Hansen
                                                                                                                                                        • Iconix Brand Group, Inc.
                                                                                                                                                        • L.L. Bean Inc
                                                                                                                                                        • Lululemon Athletica Inc.
                                                                                                                                                        • Nike
                                                                                                                                                        • Reebok International Ltd
                                                                                                                                                        • The North Face Inc.
                                                                                                                                                        • Topshop old
                                                                                                                                                        • Under Armour, Inc.
                                                                                                                                                        • Urban Outfitters

                                                                                                                                                        Fitness Clothing - US - October 2014

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