Global Activewear Set to Quadruple by 2026: The Category’s New Playbook is Here

From the yoga studio to the marathon finish line, activewear is undergoing a historic transformation- one that goes beyond style or performance. It's now about global scale, omnichannel agility, and category convergence. And the numbers speak for themselves: the global activewear market is poised to quadruple in value by 2026, led by both mass-market powerhouses and agile, niche specialists.

Nike, the category’s undisputed leader, is in full transformation mode. With a Q2 FY25 revenue dip of 9% to $12.4 billion, the brand is moving away from lifestyle-oriented franchises and returning to its “performance-first” DNA. CEO Elliott Hill’s “Sport as Our North Star” approach includes a significant pullback on trend-chasing and a renewed focus on innovation in core categories like run, train, and women’s performance. While the much-hyped Nike × Skims collaboration has been delayed, it signals a strong intention to grow in women’s activewear in 2026 and beyond.

Adidas is navigating a similar reset. While recent numbers remain under wraps, industry signals point to portfolio simplification, focus on high-margin sport-tech lines, and further digital integration in Europe and Asia.

Puma, on the other hand, is doubling down on accessibility and agility. Their Q2 push includes expanded DTC channels, revamped studio and hybrid collections, and strong growth in emerging markets. With a projected 10% increase in DTC revenue, Puma is positioning itself as the brand for the modern urban athlete.

If the sportswear giants are returning to their roots, the premium activewear players are writing a whole new chapter altogether.

Lululemon continues its multi-pronged expansion with precision. Its “Power of Three ×2” strategy aims to quadruple international revenues by 2026, with growth already visible in new markets like Italy and India. In Q2, while U.S. sales slowed, Lululemon announced plans to open 40–45 new stores in 2025, expand office space in Vancouver and Seattle, and diversify into categories like tennis, golf, and run.

Alo Yoga remains focused on its cult status with Gen Z and high-income wellness consumers. Studio retail hybrids, sustainable drops, and celebrity-led campaigns define its approach—blending fashion with functionality. The brand is expected to grow e-commerce sales by 15% YoY, even without brick-and-mortar scale matching Lululemon.

Athleta, part of the Gap Inc. portfolio, is leaning into digital memberships, new fabric tech, and customer personalization. With an estimated 8% YoY growth in Q2 and a steady U.S. expansion, the brand is solidifying its place as a trusted women’s activewear player at scale.

Across markets, activewear is thriving on the back of five macro forces:

By 2026, we’ll see:

For industry leaders, founders, and operators—this moment is both a challenge and an opportunity. The brands winning today are those:

If you’re building the next wave of performance wear, launching in a new region, or restructuring your activewear strategy—I would love to hear your thoughts.

Because in a category moving this fast, only those ahead of the curve will catch the finish line.