Why Activewear Consumers Are Looking Beyond Lululemon

For more than a decade, activewear shoppers largely looked to Lululemon and Nike. But as the post-pandemic boom cools and growth becomes harder to find, a new crop of brands is gaining traction. Smaller labels like SetActive, 437 and Oner Active aren’t reinventing activewear. They’re winning customers through social media, creator-led marketing and a deep understanding of today’s fitness culture where consumers move fluidly through workouts like pilates, Hyrox and tennis on any given week. In this episode of The Debrief Podcast, retail editor Cathaleen Chen joins senior correspondent Sheena Butler-Young to discuss why these newer brands are resonating, whether their momentum is sustainable,