sportswear Logos and Brands
The hyphenated spelling of “Sportswear” in the section title encompasses companies for which the production of sportswear is their main activity. Lululemon, Gymshark, Under Armour, Alo Yoga, and Outdoor Voices represent a wave of brands that have built their businesses at the intersection of fitness and fashion. The athleisure culture has turned sportswear into everyday wear, and logos from this sector appear on the streets, in offices, and in restaurants just as often as in gyms. Brands compete for the loyalty of consumers who measure fabric quality, fit, and the ability to look stylish when transitioning from workout to dinner, and their visual signs mark their belonging to a culture of conscious attitude towards the body and movement.
