As being fit becomes the latest trend, more women are searching for ways to show that they work out both in and outside of the gym.
It's something Reebok has kept in mind as it transforms itself as a fitness training brand. The Adidas subsidiary put its name behind mixed martial arts company UFC earlier this year, and has been supporting the CrossFit community for several years. It's one of a number of brands that is learning that to appeal to women, they need to step up both the function and fashion of their products.
"Athleisure is one of the big stories," said Reebok's head of design and apparel excellence, Corinna Werkle. "Performance gear becomes part of your day to day. Even if somebody is not a high-performing athlete, the look fits into their casual wardrobe."
According to digital agency Deep Focus' Cassandra Report on health and wellness—which surveyed more than 1,700 representative Americans—more than one-third of millennials admit to cutting back so they could spend more on health-related purchases. In particular, 46 percent of women between the ages of 19 to 34 said they have become more interested in athleisure wear in recent years.
"Athleisure is not only something brands have started to focus on to speak to millennials but to Gen Z as well," said Melanie Shreffler, senior editorial director for Cassandra at Deep Focus. "They're creating clothing that is not only functional for going to the gym but also streetwear."