Women pursue strength and challenge in exercises
Implications - In the past five years, the battle for gender equality has reached new heights with some of pop culture's biggest icons speaking openly about feminism. This pushes women to seek new challenges in all facets of life, including within athleticism and fitness. The gears have switched from exercises that promise prettiness, to those that boast strength building.
Trend Themes
1. Gender-neutral Sports - Brands are creating sports gear/products that break traditional gender stereotypes; female boxers, female football campaigns, gender-inclusive sports gear.
2. Athletic Glamour - Taking fitness to a glamourous level; fashion brands and media publications merging sport and high-end fashion.
3. Female Empowerment Through Fitness - Women are seeking to create athletic and physical goals similar to men; movement toward increasing inclusivity and equality in sports and fitness.
Industry Implications
1. Sportswear Industry - Brands must produce sportswear products that include greater diversity, inclusivity, and accessibility.
2. Fashion Industry - Opportunity to merge athletic wear with high end fashion to create new products aimed at athletes and fitness enthusiasts.
3. Sports and Fitness Industry - Brands need to create more gender-neutral products and foster inclusivity in marketing and advertising within the industry.
