There’s never been a better time to break into sweats. Leggings, fleece and related activewear were the unofficial uniform of 2020, thanks to a combination of factors including the desire for comfort and the at-home fitness boom.

“The pandemic propelled the success of this trend, and loungewear is here to stay,” says Katy Mendoza, creative director of Threadfast Apparel (asi/91163). “Working from home has blurred the lines between workwear and athleisure, creating yet another hybrid: garments that allow you to do it all – take a Zoom call, work out and go to the grocery store.”

In December, according to market research firm NPD Group, the comfort/active apparel categories captured a larger share of apparel dollars than clothing intended for work, compared to 2019, growing by four share points. And don’t expect the trend to fizzle out anytime soon. The global activewear market is predicted to reach $546.8 billion by 2024, according to Allied Market Research.

Consider also that many consumers are willing to invest in higher-end pieces. “Activewear buyers are currently spending 11% more per purchase compared to non-activewear buyers, pointing to a higher investment in wardrobes for this consumer,” according to a blog post by Maria Rugolo, an industry analyst for NPD.

Take trendy exercise equipment maker Peloton, one of the undisputed winners of the pandemic. Though it’s primarily known for its bikes, the company has also been pushing high-end workout apparel. Last quarter, Peloton reportedly sold 600,000 units of branded apparel.

Peloton sold 600K units of branded apparel last quarter.

CEO John Foley: apparel sales are "growing fast than the rest of the business."

The strategy going forward?

"I think we're going to surprise people in apparel... we're building the best quality apparel in the world."

— Joe Vennare (@JoeVennare) February 20, 2021

Peloton announced on March 18 that it’s working with Adidas on a new line of athletic apparel and lifestyle gear that will come in inclusive sizes and unisex styles. The collection, which includes shorts, hoodies, tees, crewnecks, sports bras and joggers, was designed with the help of some of Peloton’s top cycling instructors.

Peloton is teaming up with Adidas to launch its most expansive branded apparel line yet https://t.co/hia4l9tjK5

— CNN Business (@CNNBusiness) March 18, 2021

Peloton also sells apparel and accessories from brands including Lululemon and Nike, in addition to manufacturing its own pieces. The apparel business is led by Jill Foley, wife of Peloton founder and CEO John Foley. The apparel division, according to CNBC, has functioned as a way to entice new signups to its app-based membership via referral codes that offer clothing discounts.

Though activewear basics have long been a thing in the promo world, higher-end pieces, inspired by the success of brands like Lululemon, are also making inroads. It’s all about fabric and fit, industry style experts say. “Inexpensive ‘stretch leggings’ and other performance basics simply don’t feel great to wear and are not flattering,” explains Andrea Routzahn, senior vice president of portfolio and supplier management at Top 40 supplier alphabroder (asi/34063).

The Threadfast Apparel Impact legging (280L), available from alphabroder, is made of a recycled polyester-spandex blend and features four-way stretch, a butter-soft feel, hidden waistband pocket and high-rise, lie-flat waistband.

The three core attributes Threadfast Apparel focused on with its new retail-inspired Impact Yoga collection were fabric feel, durability and fit, Mendoza says. “Fit has to be perfect, and it can’t change over time,” she adds. “It must fit perfectly right at the start of the day, at the end of the day and after months of wear.”

Leggings, in particular, have become a wardrobe staple for many women. “Leggings provide a cozy option that brings a much more polished look than sweatpants do, making them the go-to item for being comfortable while still remaining stylish,” says Jason Peters, an outside sales rep for Top 40 supplier S&S Activewear (asi/84358). Routzahn recommends pairing leggings and other athleisure-inspired bottoms with “classic longer-length tops and wraps for a comfortable but professional look, both in person and on Zoom.”

When it comes to imprints for leggings, Peters advises taking a cue from what’s trending on merch sites. “Focus on placements that give the logo maximum exposure for your customer’s brand, but don’t make it a walking, neon billboard that nobody wants to wear,” he adds. For example, Peloton offers small one-color or multicolor symbols with no text on the upper right thigh of high-waisted leggings. Vineyard Vines places its 2-inch whale dot logo on the center-back waistband of its leggings.

These leggings (812) from Bella + Canvas, available from S&S Activewear, are made of 95/5 airlume combed and ringspun cotton/spandex jersey knit and feature a tunneled elastic waistband.

It’s also important to consider the fabric makeup of leggings when determining how to decorate them. Leggings with a high percentage of cotton, like certain styles from Bella + Canvas and Boxercraft (asi/41325), are fairly easy to screen print and cure in a dryer, according to Peters. However, an ink additive is needed to allow the logo to stretch with the spandex part of the blend, he adds. For leggings with a higher percentage of synthetic fabric, consider using a water-based screen-printed transfer. “Those allow you to produce a logo that’s lightweight, has amazing stretch and also some bounce to it,” Peters says.

Leggings and other activewear work particularly well for millennial and Gen Z clients. Try creating a head-to-toe look to entice end-users, Peters says. For example, pair a pullover crop windbreaker or racerback tank with high-waisted performance leggings.

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