The lines between athleisure and activewear are blurring, and the race for customers is most definitely on.
Athleisure is typically defined as a more relaxed style of activewear that blends, as its name implies, both athletic and leisurewear. Focused on style and comfort, athleisure has traditionally offered more relaxed fits, with looks prioritising performance and softer materials that allow the transition from gym to meetings.
Activewear, meanwhile, has tended to maximise the use of technical fabrics, providing the comfort and performance that more energetic wearers demand.
How big is the market? Big potential as activewear and athleisure merge
Today, athleisure is merging with activewear as the use of technical fabrics increases. Rather than a fad that has gone out of style, athleisure and activewear continue to be high on shoppers’ purchase lists, driven by factors such as a growing enthusiasm for sports and the outdoors, as well as the influence of social media, celebrity endorsements and fitness influencers.
And there’s no sign of stopping in the retailer and brand race for first place. The global athleisure market size stood at US$415.28 billion in January 2026, with the UK one of the largest athleisure markets in Europe.
Globally, the athleisure market is set to reach USD 647.21 billion by 2031 – a 9.28% CAGR rise over the next five years, with the blurring of lines between athleisure and activewear, highlighted in the report as a “notable consumer shift from traditional, purpose-specific sportswear to versatile apparel designed with performance fabrics”.
Where to buy athleisure: From supermarkets to specialists, athleisure is now mainstream
It’s a competitive space. Mass-market athleisure accounted for nearly two-thirds of sales (65.57%) in 2025, driven by its availability in supermarkets, hypermarkets, and discount retailers. The premium segment is also growing strongly, with an impressive 10.45% CAGR from 2026 to 2031.
In the UK and Ireland, athleisure and activewear brands include specialists such as Fabletics, Castore and Life Style Sports, as well as generalists such as M&S, whose Sports Edit is a curated collection of third-party activewear and athleisure brands launched on M&S.com in 2023.
Standing out from the competition: How Conversion Messaging can help athleisure retailers and brands be found by shoppers
This proliferation of rivals can make it hard for online retailers and brands to stand out to shoppers wanting to buy. Customers will have lots of questions, so supporting them in their purchase decisions by surfacing the information they need – whether that’s about the fit or the technical aspects of an athleisure/activewear garment, how to style it, or the hottest new trend – is vital.
It’s here that Taggstar’s AI-powered Conversion Messaging can help, supplying shoppers with authentic, dynamic and timely AI-driven messages across the digital customer journey at the point they need them most.
The power of AI: AI-powered Conversion Messaging explained
Conversion Messaging provides impressive AI-powered conversion rate optimisation for eCommerce, with equally as compelling ROI, and comprises Social Proof Messaging, Attribute Messaging and Dynamic Badging.
- AI-powered Social Proof Messaging
AI-powered Social Proof Messaging builds on Taggstar’s decade-plus heritage in social proof to deliver the right messages, at the right time, to customers.
Social Proof Messaging can be integrated across your online presence – from your PDP to your email and social media – and is perfect for highlighting popular and recommended athleisure and activewear products that give your shoppers added confidence to buy.
It’s available in a full-scale Enterprise Plan for global brands and retailers looking to optimise conversion rates, as well as the Pro Plan, a tailored version better suited to speciality brands and retailers growing their online traffic.
- AI-powered Attribute Messaging
Attribute Messaging highlights key product attributes to quickly engage shoppers. Bringing key product information “above the fold’ especially on mobile devices. Answering questions your customers are likely to ask, such as which fabrics are best for athleisure. What is moisture-wicking fabric, and are leggings really squat-proof?
Attribute Messaging is also a great way to highlight sustainability, a growing subsector of the wider athleisure and activewear market. Sustainable athleisure is projected to grow at a CAGR of 12.5% from 2025 to 2030, reaching US$176.05 billion by 2030.
- Dynamic Badging
Dynamic Badging enhances on-site merchandising to signpost promotions and offers, delivering critical, timely messages that also boost conversion. Filters allow merchandisers to create and apply badges where relevant – such as on new arrivals, price drops, low stock or sale merchandise, perfect for the athleisure fan who wants to pick up a bargain.
Combine Dynamic Badging with Social Proof and Attribute Messaging, and it’s an even more powerful offer.
The real social proof: Does Conversion Messaging really work to boost athleisure/activewear sales?
Yes! AI-powered Conversion Messaging is proven to work, especially in increasingly saturated markets such as athleisure and activewear, where customers can face overwhelming choice.
Our customers in this sector have seen fast, impressive conversion rate and, sales increases and ROI. They include a 3.19% uplift in conversion rates in only five days at Fabletics, and a 1,634% ROI extrapolated across the year for Castore, which delivered an additional £33,271 in incremental revenue.
To see how Taggstar’s AI-Powered Conversion Messaging could energise your athleisure/activewear sales, get in touch to find out more.
