Picture this: it’s 2025 and your creative director tells you the theme of your SS25 editorial campaign
—it's Athleisure.
Your heart drops. Cold sweat pools on your forehead as you remember the matching tracksuits that once plagued your closet and the hours-long line-ups your high-school boyfriend insisted you wait in for a chance to cop the latest sneaker drop.

Luckily, I trust my team. A few months (and several sport-inspired collections at NYFW) later, the verdict is in: Athleisure is back. But fret not – the 2010s are safely in the past, and the trend has evolved into something far more sophisticated and playful.

So, sit back, relax, take a look at our cheeky Sportspop campaign and let me tell you about Athleisure’s comeback and how it’s evolved in 5 major ways.

Call it quiet luxury, call it just not wanting to be a walking billboard for a major sports house. The huge logos plastered on your chest and loud branded sets of the 2010s are out. Today’s athleisure is all about subtlety, with even sneakers donning low-key branding.

The beauty of it: mix & match without the fear of upsetting brand loyalists.

The heart of our campaign? Sportiness as a mindset. Sportiness implies youth, community, and fun; it’s not about dressing for a workout, but channeling the energy of one.

Where models like Kendall Jenner and Hailey Bieber were at the forefront of the athleisure phenomenon (& the off-duty model trend) of the 10s', actual athletes are inspiring us now. Naomi Osaka, Angel Reese, and Sha’Carri Richardson are redefining fashion on but also off the field.

Their street style carries an undeniable air of sportiness, simply because of who they are. However, they never veer into overtly workout-ready looks, because as we know, one doesn’t wear their uniform when they aren’t at work.

Move over joggers & tracksuits, athleisure 2.0 is all about oversized football jerseys à la Taylor Swift and tennis skirts worthy of Challengers.

We’re also seeing nods to golf (another potential effect of the stealth wealth phenomenon mayhaps?), rugby – think the “Blokette” microtrend (more on that later), and even swimming (think retro swimwear/bodysuits).

Loafers & boat shoes on a track field? Groundbreaking, we know.

But today’s athleisure is about referencing sports without becoming overly casual or comfortable.
In the 2010s, many high-fashion houses collabed with athletic brands but basically just slapped their fancy monograms on a sneaker & called it a day. It was more about dressing down their brand, making them feel relatable to the masses, than it was about elevating athletics.

Now, high-fashion houses are nodding to sports, without sacrificing the glitz and the glam of it all.

At last year's US Open, Naomi Osaka donned a bright green (read: brat) frilly tutu with matching bows – and then took home the gold.

In contrast with athleisure of the 10s', which saw lots of boxy fits (read: cropping men's sweatsuits and calling it a set for women), this revival is about embracing whimsy and femininity.

We’re now seeing brands add sporty detailing like drawstrings to perfectly cutesy bubble skirts, girls mixing their ‘bloke’-ish rugby jerseys with coquette frilly brief shorts and cutesy ballerinas.

So, there you have it. Athleisure is back; our new campaign is live.
Check in on your high-school boyfriend and check out the collection down below.