Between a booming general trend toward fitness and healthy living, and a clothing trend called athleisure (wherein people dress like they’re going to the gym to do pretty much anything) sneakers and stretchy leggings have become so popular that some are starting to wonder how long activewear’s vertiginous rise in the apparel industry can continue.
Not likely, says Morgan Stanley. In a note to investors on Oct. 12, the financial firm assured those with their money invested in activewear brands that there’s still huge potential for growth—and financial returns—in activewear over the next five years. The bank estimates that the activewear industry could add $83 billion in sales by 2020.
The bullish conclusion stems from an analysis of cultural factors, such as global participation in sports.
And then there’s this factor: “We think the athleisure trend is becoming a global phenomenon,” the report states. More people around the world are wearing activewear, whether they’re working out in it or not, and it’s stealing market share from non-athletic apparel.
Rather than getting stale, the authors believe athleisure has tapped into a coolness feedback loop where new designs and technology keep driving new interest. It’s just really comfortable, they say, and so long as it’s socially acceptable to wear it, people will.
Meanwhile activewear and sport- and performance-based apparel remain very popular and the trend is on a global rise and retailers like Pedro del Hiero (in the Photo) are stepping in to the game.