The fashion market has been exploding with trendy, eye-catching athletic wear for women! Many of whom are making recent headlines with Olympic victories! As more women are hitting the gym, social media platforms such as Instagram and TikTok continue to market fitness fashion. Influencer product collaborations are turning male-dominated arenas into spaces filled with ladies who are embracing a healthy lifestyle with added confidence! According to the LinkedIn Membership and Retention Statistics 2025 Report, Gen Z is leading in gym activity. They currently make up 31 percent of gym-goers. While women now dominate the gym, making up 52 percent of gym attendance in the United States.
This new wave of marketing has flipped the script on what was previously seen as “too manly”. In light of International Women’s Day, on March 8th, let’s explore how certain brands have been killing the game with a positive representation of women’s health.
A Marketing Confidence Boost
The popular fitness brand, Gymshark, is most notable among many others for providing cute gym fits made out of material that is suitable for high-impact athletic performance. The clothing brand founded by Ben Francis in 2012 aims to “create spaces that allow everyone to feel empowered and unapologetically themselves.” This is evident in their campaign, Stronger Every Session. Research done by the recent campaign explores the root of anxiety that 88 percent of female interviewees reported experiencing in public gym environments. Many feel self-conscious about their appearance. They are worried they are being watched or judged by others.
Gymshark advocates that wearing something you feel comfortable and confident in relieves a portion of this anxiety. The brand says, “What matters most is wearing something that feels like you.” Personally, I tend to go for the matching set! Amazon has a variety for anyone looking to get fit on a budget.
Influencers Promoting Fitness
Celebrity entertainment that has a predominantly female audience is also using their platform to promote a healthy lifestyle to women. Luxury fitness brand, Alo Yoga, has been becoming more popular since its recent collaboration with Kendall and Kylie Jenner. The collaboration, which is promoted on Instagram, showcases everyday inspirational looks that could be worn in or out of the gym. With Jenner’s millions of followers, their voice on the brand was able to launch Alo’s products into an ideal aesthetic that many want to achieve. By featuring themselves participating in yoga while wearing the brand, the Jenners have successfully inspired women everywhere to embrace wellness into their daily schedule.
What brands make you feel confident, N Crowd?
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