In a strategic move to broaden their appeal among male consumers, leading athleisure brands are increasingly collaborating with prominent male athletes. This trend aims to shift the perception of athleisure from being predominantly women’s wear to a versatile, unisex fashion category.
Lululemon, traditionally known for its women’s yoga apparel, recently signed Formula One driver Lewis Hamilton as a brand ambassador. Hamilton admitted his initial unfamiliarity with the brand’s men’s line, stating, “I didn’t actually know they were doing men’s. Obviously, there were women that I’d met who would just be raving about Lululemon—I was like, ‘Uh, I can’t wear the leggings!'” This partnership highlights Lululemon’s efforts to penetrate the male market by associating with influential male figures.
Similarly, Alo has enlisted NBA player Jimmy Butler and NFL quarterback Joe Burrow to promote its products. Butler was featured in the launch of Alo’s first sneaker, the Recovery Mode, while Burrow assisted in unveiling the Alo Runner. These collaborations emphasize the brand’s commitment to performance and lifestyle, appealing to men seeking both functionality and style in their athletic wear.
Nikita Walia, strategy director at brand and venture studio Unnamed, observes, “These partnerships signal versatility, a modern approach to training, and a way to stand out in a market saturated with the same big-name sponsors.” The involvement of athletes in fashion and entertainment realms extends their influence beyond sports, attracting a broader consumer base.
Athletes today are curating their personal brands … ,” Walia adds. Brands like Lululemon and … “The audience isn’t just guys looking … —it’s fashion-forward men who care about …
Madeline Hill, writer of sports … , notes that these athleisure brands “suffer from a general perception that they … ‘.” However, by partnering with high-profile male athletes, these brands aim to “shift the image management of athletes to … reflecting the evolving landscape where sports, fashion, and entertainment increasingly intersect.
This strategic pivot not only diversifies the brands’ consumer base but also aligns with the athletes’ endeavors to expand their influence beyond traditional sports arenas. As athletes engage more in fashion and entertainment, their partnerships with athleisure brands become mutually beneficial, enhancing brand visibility while reinforcing the athletes’ lifestyle personas.
By focusing on niche markets such as training, travel, and recovery, athleisure brands aim to establish a strong presence in the male market without directly competing with legacy sportswear giants like Nike and Adidas. This approach allows them to maintain their core emphasis on style and versatility while appealing to a broader audience.
As the lines between athletic performance and lifestyle continue to blur, these collaborations signify a shift in the fitness and fashion industries, reflecting a more inclusive and diversified market landscape.