ThirdLove is leaning into activewear with a new workout line. Lingerie brand ThirdLove, a favorite among Millennials, debuted its workout line featuring a range of sports bras with a selection of leggings and women’s workout tops on their way. “Sports bra” has become the most-searched term on ThirdLove’s website recently, according to CEO and Co-Founder Heidi Zak, and the brand hopes to shake up the competitive industry by spotlighting its sports bra offering front and center as opposed to traditional activewear items like leggings. The sports bra category is booming (a Shefit sports bra went viral on TikTok this summer), according to NPD fashion analyst Kristen Classi-Zummo, and year-to-date sales for the category have amassed more than $2 billion (a 53% increase from the same period in 2019). YPulse’s fashion and style research found that activewear is the top fashion trend Gen Z and Millennials are interested in right now. (CNBC)
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