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Sportswear goes mainstream as 'athleisure' gains momentum

Flared track pants and tracksuits will be trendsetters next season outside the gym as 'athleisure' gains momentum, according to an Australian sportswear retailer.

"There definitely is a trend towards people wearing active wear even when they are not working out," said Julie Stevanja, founder and chief executive of Stylerunner.

"Even if people aren't working out, they want to live healthier lives. They want to reach for a green juice instead of a milkshake," Stevanja told CNBC's Squawk Box.

Lululemon clothing on display in Pasadena, Calif.
Getty Images
Lululemon clothing on display in Pasadena, Calif.

Attesting to the strength of the trend is a 1000 percent surge in turnover at Stylerunner in just two years. Stylerunner's outlook reflect the 'athleisure' trend in which sportswear is becoming more acceptable as attire outside of gyms and training fields.

The three-year old company chalked up over AU$5 million ($3.62 million) in sales this year.

The e-tailer is now looking at distribution centers in the U.S. and Southeast Asia to cater to international customers, which now makes up one-fifth of sales.


More established companies are also benefiting from this trend.

On Tuesday, Nike reported a 4.1 percent on-year rise in second quarter revenue, in part driven by 'athleisure' wear.

The sportswear giant had said earlier it is planning to open over 1,000 women stores by 2020 to compete with 'athleisure' forerunner Lululemon Athletica in the market.

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