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Athletic Cosmetic Company Bets Big on Sports Makeup
Founded by a beauty industry vet and a pro tennis player, the startup creates sweat-resistant cosmetic products for active women In the age of fitness influencers and workout classes doubling as...
View ArticleKUIU Expands International Marketing Reach With ESW
The outdoor performance brand has a DTC presence in 37 international markets, with plans to enter South America KUIU’s taste for adventure and exploration is visible both in its product line and...
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Nike Lays Off 740 Workers as Activewear Brands Struggle
The activewear space may look dreary, but the Swoosh is encouraged by increased consumer interest in health and fitness Nike is laying off approximately 740 employees at its Beaverton, Oregon,...
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Goruck Signs CrossFit Champion Tia-Clair Toomey, Plans Women’s Collection
The rucking gear brand is teaming up with the most decorated CrossFit athlete of all time, signaling a broader push into sportswear Goruck has partnered with six-time CrossFit Games Champion Tia-Clair...
View ArticleLife Time Signs Lululemon as Pickleball, Tennis Apparel Provider
The luxury athletic club operator is all-in on pickleball, establishing over 635 permanent courts nationwide as the sport grows in popularity Life Time, one of the leaders in the rapidly growing...
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PXG Apparel’s Renee Parsons on Changing Golf Through Fashion
Parsons, who spearheaded the launch of PXG’s apparel arm back in 2018, is working to make golf more inclusive, particularly for women Parsons Xtreme Golf (PXG) was founded in 2013 by businessman Bob...
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Women’s Activewear Brand Terez Brings Color & Creativity to MLB Apparel
Designer Zara Terez Tisch is known for her vibrant and expressive designs; her collaboration with MLB is bringing new fashions to baseball and getting more women excited about sports fanwear Terez, a...
View ArticleUBX, Adidas Release Merch, ‘Boxing is for Everyone’ Campaign
In tandem with their new campaign, an Adidas x UBX co-branded line of gloves and apparel will be available at gyms worldwide Australia-founded boxing and strength gym franchise UBX and Adidas Boxing...
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Reebok Is All-In on Running, Launching New FloatZig Models
The iconic sportswear brand is looking to solidify its position as a versatile and serious running shoe maker All products featured on Athletech News are independently selected by our editors....
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Nike, Hyperice Unveil High-Tech Recovery Shoes, Vest
The activewear giant and recovery tech company are launching co-designed shoes and a vest, products designed to revolutionize the way athletes warm up and recover from games and practices Nike and...
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Gymshark Looks To Carve Activewear Niche With ‘We Do Gym’ Campaign
The UK apparel brand, already a hit with Gen Z gym-goers, wants to distance itself from brands like Nike, Alo and Lululemon “We Do Gym.” It’s a straightforward, three-word statement at the heart of...
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Chamelo Enters Active Eyewear With Workout-Focused Sunglasses
Backed by former NBA star Stephon Marbury, Chamelo is innovating in the sunglasses space with a fitness-focused pair that offers customizable tints and integrated audio Chamelo Eyewear has officially...
View ArticleMilani Cosmetics Launches Makeup Collaboration With Top US Athletes
Team USA stars including Sabrina Ionescu are promoting Milani’s top-selling makeup spray ahead of the Paris Olympics Makeup is more than just an aesthetic choice. It can also be an athletic one. Ahead...
View ArticleLululemon Well-Positioned Against Activewear Competitors
The Canadian activewear giant has little reason to fear upstarts like Alo Yoga and Vuori, an equity research report suggests A new proprietary survey is bullish on Lululemon’s future, with analysts...
View ArticleNewton’s First Launches To Serve Growing Market for Big & Tall Athleisure
The startup is targeting a demographic that’s gone largely underserved in the booming athleisure market Athleisure continues to rise in popularity, even years after the COVID-19 pandemic brought about...
View ArticleCrossFit Relaunches Online Store, Eyeing ‘Modernized Ecommerce’ Under New CMO
The popular fitness brand is bringing back its online store featuring branded gear ahead of this summer’s CrossFit Games CrossFit has relaunched its online store featuring retail items such as branded...
View ArticleFemale Activewear Brand Teams Up With Fertility Experts For Collection Release
Despite women making up 60% of the market, athletic wear hasn’t always prioritized their unique needs From too-tight sports bras to suffocating waistbands, it’s evident that athletic wear has often...
View ArticlePvolve, Vuori Deepen Collab with Tour, Retail Products
Pvolve members will soon gain exclusive access to Vuori’s activewear and in-person events at studios Low-impact fitness method Pvolve has deepened its partnership with SoCal-inspired activewear brand...
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The 5 Trends to Watch in Athleisure, Per Report
With Gen Z all in on fitness and wellness, sustainability and functionality are key What’s next for athleisure? If you answered denim, you’re on the right track.The global athleisure market size —...
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Lululemon Leans into Member Perks
From athleisure to HVLP operators, brands are partnering with wellness-adjacent companies to elevate their membership offeringsFrom experiential events to membership perks, brands are discovering that...
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