From running to yoga, sportswear brands want to become your new social circle – here’s how they do it
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Running clubs, cycling crews and in-store fitness classes are replacing splashy traditional marketing to attract and retain customers – and it might just be working. In 2025, it ’ s no longer enough for fashion brands to sell you a product. Amid rising inflation, economic anxiety and political division, consumers are choosing more carefully – not just what they buy, but what they buy into. Across the sportswear space, brands are investing heavily in something they ’ ve always claimed to care
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