Want to keep up with this fitness-inspired fashion trend? Lace up your Stan Smiths—we’ll show you how to do it without breaking a sweat.
But first a little context: Athleisure is having a big moment right now. It’s a $41 billion industry in the US, according to IBIS Group, and has grown 17% in the past three years. We’re seeing it pop on Pinterest, too, with 21 million athleisure-related Pins (a 48%increase year over year).
And Pinners aren’t just rocking these looks at the gym, they’re styling them for everyday life. While 64% save Pins related to workout and exercise wear, 36% are simply looking for comfy, casual styles. Pinners are currently crushing on Gigi Hadid’s signature sporty look, and we’ve seen interest in her athletic-inspired fashion and workouts surge by 70%over last year, with 3 million Pins. Meanwhile, Pins for Adidas Stan Smith sneakers, which Gigi's often seen sporting, are up 56%.
Now’s a great time to tap into this trend, as fitness-inspired Pinning peaks just before summer.
Here’s how to hook the athleisure market:
- Play with the trends. Pinners are looking for what’s new, trending, and popular in the fashion category—like 2015’s top product, glow in the dark leggings! Look for trending styles and find creative ways to work with them. If it makes sense for your business, create a board that highlights some stylish activewear combos.
- Pump up the inspiration. Pinners love fitness inspiration and are receptive to Pins about new workouts to try, motivational quotes and healthy recipes. Easy at-home exercises (like quiet workouts and moves with the Pilates ring) are popular now, as are low-carb diets (especially the bodybuilding diet, with a 49% increase and 3 million Pins on the platform).
- Pick up on subtle market shifts. Women’s aspirations have shifted, and their focus is no longer on getting skinny, but being strong. Women are more interested in lifting weights and making protein-packed meals, and they’re more likely to focus on how their body performs, not just how it looks. Keep this attitude shift in mind as you curate things that Pinners will love.
- Polish your Pins. Make your Pins stand out with well-written descriptions to help Pinners understand your products, and don’t forget to use Buyable Pins to help people purchase the looks they love from right inside of Pinterest!
Pin tip: The best Pins have helpful descriptions with lots of info to help Pinners understand your products. We recommend multi-product shots if products come in a variety of colors. Knowing that Pinners are looking at activewear to help inspire them to workout, consider including images that showcase them during a workout.
—Liz Xiao, currently saving ideas to short skirt and long jacket