The Rise of High-End Sportswear: How Activewear is Replacing Luxury Fashion
Imagine this: you're wearing an Apple Watch on your wrist, On running shoes on your feet, a lululemon gym bag on your shoulder, and an Arc'teryx jacket draped over you. These high-end sportswear brands are gradually replacing traditional luxury labels, becoming the new favorites of urbanites and signaling a major shift in city fashion.
Recent research on consumer behavior in major cities reveals that nearly 40% of fitness enthusiasts wear activewear more than five days a week. Among them, more and more are opting for emerging high-end sportswear brands like lululemon, On, and Arc'teryx, whose stores are now occupying retail spaces once held by luxury fashion brands.
This shift reflects a broader trend: luxury brands, especially those represented by giants like LVMH, are facing slower growth, with even their wealthiest customers reducing their luxury purchases.
For many, high-end sportswear offers a more accessible and practical alternative. This shift is evident in the classic “middle-aged suit set” — Ralph Lauren suits, once a symbol of high fashion, are now being replaced by sportswear brands like lululemon, On, Patagonia, Arc'teryx, and Salomon.
The appeal of these sportswear brands lies in their blend of style and function. Their designs are understated yet fashionable, unlike traditional luxury brands that can be ostentatious, making them ideal for those who want to remain refined but not overly flashy. Furthermore, they offer high-quality options at a more reasonable price, allowing people to stay stylish without breaking the bank.
Take gym bags as an example: the adidas Cloud Bag, lululemon’s crossbody and square bags are priced under $100. They not only hold gym essentials but can also accommodate everyday items, all while maintaining a sense of style. Recently, the adidas Samba has become a new favorite, combining understated luxury with practicality — more subtle than high-end sneakers like Air Jordans but more casual than formal shoes.
This shift is not one-way. Since 2021, brands like On have collaborated with fashion label Loewe to release limited-edition collections, while luxury brand Gucci has teamed up with Oura (the smart ring maker) and adidas to launch exclusive lines. Recently, Miu Miu also announced a collaboration with New Balance to produce a classic sneaker.
But this is not just about fashion — it's about identity. Activewear is increasingly becoming a way for people to express their interests. For example, Gymshark is associated with a passion for weight training, GIDI BOHO attracts yoga enthusiasts who value comfort and high-quality fabrics, and Descente is synonymous with skiing.
Much like traditional luxury brands, sportswear is gradually becoming a symbol of personal identity, reflecting the lifestyle of those passionate about fitness and outdoor activities.
Why High-End Sportswear Appeals to the New Middle Class
One of the key reasons high-end sportswear is so popular is that it strikes a balance between quality and price, appealing to a wide consumer base. For many, an active lifestyle isn't just about physical health — it also focuses on mental and emotional well-being.
Whether through weightlifting to build strength, boxing to relieve stress, or yoga to stay calm, the benefits of an active lifestyle go far beyond physical fitness. It’s a holistic form of self-care, and wearing activewear in public has become a way to showcase personal growth and self-expression.
Entering 2024, luxury brands like Chanel, Louis Vuitton, and Hermès have started raising prices, with Rolex and Tiffany following suit. Frequent price hikes have become the norm for high-end brands, occurring three to four times a year, often with significant increases.
As luxury prices continue to rise, middle-class consumers are increasingly drawn to higher-quality options that offer better value for money.
The change on the streets is also noticeable: Dior and Alexander McQueen sneakers, once symbols of luxury, are gradually becoming outdated. Branded sports shirts are being replaced by more understated, refined styles, and while designer handbags remain popular, fabric tote bags are becoming more common.
The Apple Watch has become a standard accessory for urban residents, while adidas Samba and New Balance 550 have emerged as symbols of more relaxed luxury. GIDI BOHO leggings allow urban women to easily transition from the office to the street, while lululemon gym bags represent both fitness and status. The most popular mode of transport today? It's not an electric scooter, but the Brompton folding bicycle.
The New Middle Class and Their Investment in Activewear
Recent surveys show that 41% of fitness enthusiasts purchase activewear more than once a month, and 35% of respondents spend over $3,000 annually on sports clothing. Although traditional brands like Nike and adidas are still popular, 50% of consumers prefer emerging brands like lululemon, GIDI BOHO, and Gymshark.
With the rise of the “middle-class three-piece set” on social media, it’s clear that this trend is shifting toward high-end sportswear and outdoor brands. Brands like lululemon, Arc'teryx, On, Salomon, Patagonia, and Descente, with an average price above $500, are leading the way.
Though these brands are considered high-priced in the realm of activewear, they have already become icons of street culture. lululemon and On represent the streetwear trend, Arc'teryx’s black jackets are in high demand, and Salomon’s XT-QUEST sneakers are so popular that they require a lottery system to buy. Even the 75-year-old adidas Samba has seen its price soar to ten times its original cost in 2023.
Cross-Brand Collaborations Between Luxury and Sportswear
Urban elites, once loyal to traditional luxury brands, are now embracing high-end sportswear as a way to express their personal style. Unlike luxury brands, these sportswear brands maintain an elegant low-key approach while ensuring high quality, all at more competitive prices.
Compared to the exorbitant prices of luxury brands, high-end sportswear offers similar quality at a more affordable price. They don’t flaunt wealth but convey a message of taste, refinement, and a relaxed lifestyle.
The adidas Samba, named the best shoe of 2023, is a prime example of relaxed luxury. Gym bags that can handle sweat and everyday outings, alongside the Apple Watch, are making luxury watches seem more accessible.
This shift towards activewear signals the rise of a lifestyle that values comfort, understated luxury, and a rejection of wealth flaunting.
The Rise of the Active Lifestyle
The popularity of high-end sportswear among the new middle class stems from these brands gradually encroaching on the luxury market, while traditional luxury brands are adjusting their strategies to attract younger and more diverse consumer groups.
In 2023, Tiffany collaborated with Nike to launch a sneaker that competed for the title of "Shoe of the Year," while adidas teamed up with Gucci and Prada for limited-edition collections. This winter, Maison Margiela and Salomon released their third collaboration.
These cross-brand collaborations between luxury and sportswear brands reflect their mutual efforts: luxury brands are trying to appeal to younger, more sport-conscious consumers, while sportswear brands are leveraging these partnerships to move into higher-end markets.
Today’s urban elites no longer wear activewear solely for function; it has become a symbol of personal identity. The fusion of sportswear and luxury brands embodies the modern pursuit of fashion, health, and lifestyle.
Whether it’s hiking in Arc'teryx on the weekend or pairing Reebok sneakers with a suit, urban professionals are using activewear to express their diverse lifestyles.
Investing in Health and Lifestyle
The new middle class is not only investing in higher-quality sports gear but also in new lifestyles. Research shows that nearly 40% of respondents say their annual fitness budget has increased, with 20% spending 40% more than before.
Consumers passionate about outdoor activities typically spend between $2,000 and $5,000 annually on equipment, and they often engage in multiple activities.
With luxury consumption on the decline, the new middle class is turning its focus to experience-based consumption. Sports and fitness have become the primary way to invest in oneself and enhance quality of life.
Whether it’s disc golf, flag football, urban walking, cycling, camping, hiking, or skiing, outdoor activities have become the dominant trend in modern urban life. Sportswear brands are evolving to meet the demand for this “middle-class three-piece set” wardrobe.
The active lifestyle is no longer just about fitness — it represents a balance of physical, mental, and emotional health. In an age of anxiety and materialism, strength, resilience, and emotional stability have become the ultimate measures of success.
Seemingly a choice between materialism and a healthy lifestyle, it’s really an upgrade in life quality. Moving away from the glamorous exterior of luxury brands, the active lifestyle itself symbolizes the modern, well-rounded individual.