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Fitness Feminism

Brands use empowerment as a way to brand and market fitness initiatives

Implications - Fitness as an industry has, for much of its existence, been primarily targeted toward men and in ways that are understood to be stereotypically masculine. Today, however, a shift is occurring in the wellness space where companies and products in this space are being targeted and marketed to women in a way that''s consistent with what today's female consumers expect. Interestingly, these products and services are, in some cases, even being positioned as a catalyst to empowerment for women, reflecting the changing needs of consumers in search of wellness.
Workshop Question - What type of products could your brand promote/release that fall under the category of fitness and empowerment?
Trend Themes
1. Fitness Feminism - Companies are beginning to understand that the wellness industry should cater to women, and in doing so, have created a new avenue for women's empowerment opportunities.
2. Empowering Female Athletic Apparel - Brands are creating athletic apparel designed for women, featuring useful and fashionable options for women to feel confident in while working out.
3. Movement Freedom Sport Bras - Companies are utilizing new materials and technology to create sport bras that provide enhanced support and freedom of movement during workouts.
Industry Implications
1. Fitness - With the shift towards catering to women, the fitness industry has the opportunity to create new products and services designed specifically for female consumers.
2. Fashion - The intersection of athletics and fashion has created a new industry focused on creating fashionable and functional athletic apparel.
3. Skincare - As the wellness industry expands, there is a growing market for skincare products specifically designed for active individuals and athletes.
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
7 Featured, 63 Examples:
412,504 Total Clicks
Date Range:
Mar 16 — May 19
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Empowering Female Athletic Apparel
Empowering Female Athletic Apparel
The Alana Athletica Women's Yoga Gear is Made by and for Women
The Alana Athletica women’s yoga gear comes as a fashionable and useful lineup of clothing options to workout in and feel as comfortable as possible. Made by and for women, the Alana Athletica... MORE
Empowering Feminist Fitness Campaigns
Empowering Feminist Fitness Campaigns
Reebok's #BeMoreHuman Campaign Stars Strong, A-List Women
In an effort to encourage women to empower one another, Reebok’s #BeMoreHuman campaign taps A-list celebrities, artists, athletes and business moguls. A-list women like Gal Gadot, Ariana... MORE
Fitness-Inspired Skincare
Fitness-Inspired Skincare
EXEKO's Skincare Products Specifically Support Active Individuals
EXEKO offers a range of skincare and body care solutions like body scrubs, nourishing products for the face and massage oils that are tailored for active individuals. The brand proudly sets itself... MORE
Movement Freedom Sport Bras
Movement Freedom Sport Bras
The Adidas Don’t Rest Primeknit LUX Bra Offers an Enhanced Fit
The Adidas Don’t Rest Primeknit LUX Bra has been unveiled as a premium undergarment for women that will provide them with enhanced support and freedom of movement for an ultra-comfortable everyday... MORE
Ladies-Only Fitness Clubs
Ladies-Only Fitness Clubs
This Ultra-Chic Toronto Gym is Reserved for Women Only
‘Move’ is a Toronto gym that offers women a different kind of fitness experience. Instead of placing the focus on weight loss and radical physical transformations, Move helps women build... MORE
Female-Empowering Fitness Campaigns
Female-Empowering Fitness Campaigns
This Girl Can is a Powerful Campaign by Sport England
Sport England’s empowering ‘This Girl Can’ campaign is a national initiative that celebrates the strength of everyday women. While many female-focused sportswear brands promote a... MORE
play_circle_filledDiamond-Encrusted Six-Pack Abs
Diamond-Encrusted Six-Pack Abs
Reebok, Sara Shakeel & Jamie Green Launch an Empowering Campaign
Sportswear brand Reebok employs artist Sara Shakeel and CrossFitGames athlete Jamie Greene for an empowering campaign that supports women in sports. The message of the initiative seeks to boost the... MORE

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