Breaking into the $384 billion sports apparel market is no easy task, but fast-growing start-ups are stealing market share by creating specialised, fashion-forward products around underserved interests.

Brands like Adidas and Gymshark are spending time, money and resources to update their sports bras, a product they see as crucial to winning over female customers.

Workout clothes have been a bright spot in the struggling apparel sector this year, but independent brands need to play smart to turn the current bump into long-term success.

Post-pandemic, activewear and loungewear brands are going to have to work harder than ever to attract customers in a ballooning market.