Athleisure is running the game, and these three brands are the heavy hitters—Lululemon, Alo Yoga, and Vuori. TD Cowan brought together focus groups in New York to see how these brands stack up against each other in loyalty, style, and quality. They analyzed men and women ages 18 to 40, all college-educated, with incomes above $75K. These are people who live and breathe athleisure, spending $1,000+ annually.
Here’s what they had to say.
Lululemon stays in the game with its dedicated base, especially for those go-to bottoms. But the word’s out: their core category might have peaked. Their pants and joggers aren’t pulling in the new crowd, and some loyalists notice a drop in quality.
This is the brand that moms and teens love, but the younger crowd? They don’t love it. If Lululemon wants to keep its edge, it’s time to explore other arenas like workwear and menswear. That’s where their potential lies.
Our Top Lululemon Picks
Alo Yoga is tapping into the younger, trend-obsessed Gen Z crowd. Think of 20-somethings following Kendall, Gigi, and Hailey like a full-time job. Alo’s sleek stores and rooftop gyms show how they create a community vibe that celebrates diversity and empowerment.
But leaning on influencers? That’s a double-edged sword. Trends shift, and if Alo doesn’t diversify beyond the social media hype, it risks becoming yesterday’s news. For now, though, Alo’s nailed that mix of fashion and function.
Our Top Alo Yoga Picks
Vuori is all about that California-cool, workout-to-whatever look. It’s quality-focused, emphasizing sustainability and materials that feel good enough to live in.
The men in the focus group were all over Vuori’s joggers, collared shirts, and shorts—calling them better quality and more durable than Lululemon. But here’s the flip side: the brand reads a little too old-school for younger shoppers and could use a refresh on color and fit, especially with its tops.
Our Top Vuori Picks
The bottom line? Each brand pushes its version of quality, comfort, and everyday performance. Lululemon holds the status, but Alo and Vuori are capturing audiences that want athleisure as more than just workout gear. This category isn’t just thriving—it’s evolving, and these three brands are leading the way.
But I would be remiss not to mention a few other athleisure brands in the category. BYLT Basics, Cuts Clothing, and Public Rec should all be on your radar, as they target slightly older audiences and focus heavily on workwear and business travel essentials.
ABOUT THE AUTHOR
Michael Brito
Michael Brito is the editor-in-chief for Athleisure Wear for Men (AW). He launched this site in 2024 as a hobby. He’s a TEDx speaker and leads global analytics for Zeno Group, an integrated communication agency. Connect with him on social media.
