According to Xiaohongshu's official data, the search index for flag football has increased by 4,279 percent since 2022 while posts about #Frisbee surged sixfold on the app over the last year. It also taps other rising sports trends which draw on Western lifestyle concepts for their advertising campaigns.įor instance, over the past year, flag football and frisbee have grown in popularity among younger city dwellers. Though the brand is primarily known for its yoga apparel, Maia Active’s athleisure offerings are not limited to the yoga lifestyle. It also partnered with the Shanghai-based womenswear independent label Yingpei Studio in 2021, resulting in a line of avant-garde looks that had their runway premiere at Shanghai Fashion Week. Over the last few years, Maia Active has grown its offline shops to 10 locations, eight of which are in Tier-1 Chinese cities including Shanghai and Beijing. Maia Active partnered with Yingpei Studio on a line of avant-garde looks. One of the most popular homegrown lingerie and underwear brands in China, Neiwai only began to move into athleisure and sportswear via its offshoot Neiwai Active in recent years. "Ideally, we want ladies to find their underwear at Neiwai regardless of their age groups, size of breasts, or whether they are skinny or bigger,” Neiwai said at the time.Īs of 2021, the brand has raised $100 million to better equip itself for expansion into athleisure, loungewear and lingerie. Prior to diversity-led campaigns, the business first sought to highlight body diversity via the designs of its products around 2020. The Chinese underwear label is arguably best known for its groundbreaking “No Body Is Nobody” campaign, which features Chinese women speaking about their different lived experiences and body types - from being called “flat boobs” to coping with the aging process. Neiwai Activeīy incorporating Asian fit and feminine design elements into its repertoire, Neiwai Active continues to earn bonus points with consumers. Here, Jing Daily takes a look at the top-performing native athleisure brands in China, and what to look out for in the year ahead. Items like leggings and performance clothes have even more or less become a cultural "indicator of an aspirational lifestyle," according to insiders like Lexie Morris, VP China at Sweaty Betty. And based on the wave of body positivity-driven campaigns - from Adidas' #SupportisEverything sports bra ads to leading lingerie brand Neiwai's "No Body is Nobody" initiative - it’s clear that athleisure styles in China will only continue to grow in popularity and diversify.Ĭhina's Gen Z and millennials are placing an increasing emphasis on well-rounded, exercise-driven, healthy lifestyles and attitudes. In this fitness boom, athleisure brands including both established international labels like Lululemon and emerging domestic names such as Maia Active have been doing exceptionally well. China’s government-supported “Healthy China 2030” initiative is also expected to boost sports engagement and active lifestyles across more demographics. Another study by fashion agency GMA states that by 2024, the nation’s sportswear market will reach $82.8 billion. With the continuation of COVID-19-induced work-from-home life in China, as well as a growing prioritization of wellness and healthy lifestyle choices, athleisure styles are on the rise across the country.Ĭhina's population of workout enthusiasts will grow to 560 million by the end of 2030, predicts a report from the Mob Research Institute from 2021.
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