Study: Lululemon To Pass Nike In Women’s Activewear

January 27, 2022

Changes in the way Americans work out — or at least get dressed to do so — will lead to major brand upheavals in the year ahead, according to NPD Group’s new forecast.

Nike, Jordan and Adidas will all lag in footwear sales. Lululemon will surpass Nike to become the No. 1 brand for women’s activewear. Direct-to-consumer initiatives will continue, as new ecommerce strength gives brands the courage to ditch underperforming retailers.

And for the first time in nine years, performance looks will infiltrate our athleisure aesthetic, with brands like Puma and ON stepping further into the spotlight. Mediapost