Table of Contents
Practical Guide to Building an Activewear Brand
Welcome to this practical guide for those wishing to launch the own activewear brand and want to understand how to take your first steps in a competitive and growing market. Today we will talk about brand design, the fundamental discipline that allows you to build the identity and architecture of your brand before even thinking about the production of the garments, and we will try to answer essential questions such as: how do you create a successful sportswear line? What are the crucial steps every designer, entrepreneur or aspiring designer needs to know in order to realise a credible and sustainable project? And above all, how to stand out and compete effectively among the many activewear brands already on the market?
I will accompany you on a concrete path to understand how starting a sportswear brand from scratchusing our tool, the Fashion Business Designer, to show you that garment production is only the tip of the iceberg and that before you get to that point there are strategic steps to be taken carefully. We will talk about the real start-up costs of your sportswear lineproduction, branding, promotion and logistics, and we will analyse together what are the minimum budgets needed to start with a solid and credible project, without underestimating the hidden expenses and risks of those who venture into this field without adequate preparation.
If you want to create your own sportswear line, do not hesitate to contact me for a personalised consultation! I will help you and my team of professionals to launch your activewear brand and make it grow!
In this guide I will share with you 6 practical tips to avoid the most common mistakes, to get off on the right foot and to build a brand identity that really stands out in the activewear brand landscape. Why creating a sportswear brand today means not only knowing how to produce good garments, but above all having a clear vision, a solid strategy and an authentic identity that speaks to its audience.
So, are you ready to warm up your muscles, take a breath and start this challenge?
You just have to read on and always remember that, as Nelson Mandela said:
"Sport has the power to change the world. It has the power to inspire. It has the power to unite people like few other things... Sport can create hope where once there was only despair."
Build your Sportswear Brand and aim for the Podium
As all great motivators and sports coaches teach, every great achievement comes first in our minds. Before we even start talking about production of sportswearit is essential to visualise clearly what we want to achieve and why. That is why I want to propose a little exercise in imagination, because understanding the power of a brand also means being able to see it realised before it is even created.
Imagine you are in your favourite gym: the air is full of energy, the sound of weights and machines accompanies the rhythm of training, and all around you you see athletes and trainers wearing sportswear that is not only functional but also aesthetically recognisable, strong, iconic. Not the usual anonymous gym clothes, but sportswear with a precise identitya brand that speaks for itself. You get closer, take a closer look at that logo... and discover that it is yours. Your brand, worn and experienced by a real community. You'd like that, wouldn't you?
There, that is the real goal of fashion:
see their creations worn, experiencedbecome accomplices in people's important moments, create a community of people who share your vision and philosophy, who recognise themselves in your products.
And of course, nothing happens by chance! We cannot create garments simply thinking that they are important to people and that they will buy them. Even worse if we imagine that we only have to 'put' our logo on them and they immediately become iconic.
To succeed, every garment must tell a storyIt must convey an identity and make the wearer feel part of something bigger. That is why even before production it is necessary working on one's brand identityunderstand what we want to communicate, who we want to address and how we want our brand to be perceived.
Building a brand means creating an authentic connection between the product, the person and the philosophy behind each individual garment. Only then can your sportswear really make its mark and position itself in a competitive market.
The irresistible allure of activewear: an expanding business
Imagine you are at home, ready for a dynamic training session or perhaps a relaxing walk in the park. What are you wearing? Probably one of your favourite pieces from your activewear collection, comfortable but stylish, perfect for both moving around and enjoying a moment of relaxation.
And this is where the real strength of the successful activewear brands: creating garments designed for sport, but so beautiful and functional that they are also the ideal choice in everyday life. A pair of leggings that wrap without constricting, a sweatshirt that is soft and technical at the same time, a top that follows your movements, accompanying you at all times. This is the heart of thesportsweara perfect balance of aesthetics, comfort and performance.
It is no coincidence that the activewear sector is one of the most promising and growing markets today. The global activewear market is expected to reach $431.12 billion in 2025, with steady growth to $701.26 billion by 2033. This growth is fuelled by a growing passion for physical activity and a change in mindset: activewear is no longer just sportswear, but represents a real lifestyle.
But of course, not all that glitters is gold. This great attractiveness makes the sector highly competitive, and it is therefore crucial to make wise choices to avoid investing in products that nobody wants.
We at Be A Designer are ready to support you in this challenge with valuable tips on how to make your sportswear brand come to life and flourish! Contact us to find out how we can help you on this delicate path!
Activewear trends: what you need to know before embarking on this adventure
Before starting your production of sportswearit is essential that every aspiring entrepreneur knows the key trends in the industry. This will help you define your identity and make it strong and recognisable.
SustainabilityThis word, my friends, is the buzz word of the moment. The sustainability trend is all the rage, and customers, increasingly attentive and informed, are rewarding brands that make a difference in this respect. Eco-friendly fabrics, production processes with a low environmental impact, corporate ethics: if you want to enter the world of activewear, you have to treasure these elements. However, as everyone is now 'sustainable', this is no longer a differentiating element of your brand. If your future customers are not really sensitive to this issue and willing to pay an average of 20-30% more, it might be wiser to focus on other aspects.
Technology: Activewear is not just about style; technology plays a key role. Innovative fabrics that improve performance, garments that monitor heart rate or number of steps: the integration of technology into sportswear is a growing trend.?
Aesthetics and comfort: There can be no activewear without careful consideration of aesthetics and comfort. People want clothes that make them feel comfortable during a physical activity, but at the same time reflect their style and personality. Therefore, the design of your sportswear brand must combine functionality and aesthetics in a winning combination.
Versatility: The modern consumer is always on the move and needs clothes that can adapt to different contexts. From a run in the park, to a date with friends, to a relaxing moment at home, sportswear must be the companion for everyday adventures.
Customisation: Every individual is unique and wishes to express their uniqueness through what they wear. Offering customisable products or creating different lines to meet different needs and tastes can be a great way to satisfy this trend.
Remember, the ultimate goal of fashion - and therefore also of activewear - is to see one's creations worn, experienced, chosen to accompany people in the truest moments of their lives. Creating a sportswear brand means dressing up your customers' daily challenges, being at their side as they pursue their goals, take care of themselves or simply live their time. Isn't that the most beautiful achievement?
To get there, however, you need a clear vision and a precise methodbuild a solid, recognisable brand with a real value proposition. Only then can you really stand on the podium of the best activewear brands and turn your idea into a winning project.
Our METHOD for creating a sportswear COLLECTION
Over the past few years, I have worked with different types of products, spanning different sectors and niches.
Each market has its own peculiarities, and it is precisely these differences that influence not only the type of product you are going to realise, but also the structure, timing and strategies of the business. But what really distinguishes the creation and development of a sportswear (activewear) brand from a more 'classic' fashion line?
- Why it is essential thinking in terms of an active lifestyle when designing an activewear collection?
- How we must organising our business to be able to effectively sell and distribute our products?
- What are the strategic choices to be made for positioning correctly a sporty brand, capable of standing out in the crowded market of activewear brands?
These are just some of the questions we will answer in this article, taking a closer look at the peculiarities of sportswear production and the logic behind the construction of truly competitive activewear brands.
I will guide you step by step to discover the best strategies to create a line designed for the gym, but also for everyday life, capable of speaking to your target audience and becoming a real iconic brand.
Find out how we can help you create a sportswear line:
The Fashion Business Designer: The Canvas Tool
As always, we will use our Fashion Business Designer?developed by Be A Designer, a practical and intuitive tool that will help you make the entire brand creation and development process clear, simple and concreteso that you can go from idea to reality without wasting time and resources. To better understand my approach, I recommend you use my canvas called FASHION BUSINESS DESIGNER? You will find all the resources in your reserved area in the Fashion Business Academywhere you will have access to the free video course and all downloadable materials.
If you are ready to discover how a sportswear collection is really bornand how to structure a solid business from day one, read on: you are about to go behind the scenes of the creative and strategic process behind every successful brand.
Activewear vs technical sportswear: the initial choice
When you decide to create a sportswear brandone of the first strategic choices to be well assessed concerns the philosophy and identity we want to give to the brand. In particular, it is essential to understand whether the brand will follow an approach oriented towards?Activewear and Athleisureor whether it will focus on thetechnical sportswear. This initial decision is not just a matter of style, but profoundly influences the type of product, the target audience, production logic and market positioning.
Activewear and Athleisure
Opting for theActivewear (o Athleisure) means positioning oneself at the intersection of fashion, comfort and functionality. The garments are not only designed for physical activity, but also become lifestyle elements, suitable for leisure, socialising and everyday life. Creating a activewear brand therefore means working on versatile garmentscomfortable and high-performance, but above all aesthetically and stylistically in line with fashion trends. This approach allows reach a wider audiencemade up not only of sportsmen and women, but also of people who want a dynamic and modern look without sacrificing comfort. However, to stand out among the numerous activewear brands already on the market, it will be crucial differentiate its proposal and offer a clear and recognisable brand identity.
Technical sportswear
On the other hand, choosing the path of thetechnical sportswear means focusing on products designed exclusively for performance. Here, functionality, research and technological innovation become the keywords. Garments must respond to specific needs of particular sports ? such as running, cycling, climbing, swimming or trekking ? and guarantee high performance. The choice of fabrics, seams, treatments and finishes is guided by precise technical criteria: materials that are resistant, breathable, light, waterproof or able to maintain a constant body temperature. I brands focused on technical clothing must invest heavily in research and developmentbecause the end customer ? often a professional sportsman or demanding enthusiast ? does not forgive mistakes and demands garments that offer real technical advantages.
How to choose the right path for your brand?
The choice between Activewear and technical sportswear depends on several factors:
- The vision and values of the brandDo you want to promote an active and modern lifestyle, or do you want to support athletes in their performance?
- The target marketAre you targeting a broad, style-conscious audience or a niche of experienced sportsmen with technical needs?
- Available resourcesDo you have the opportunity to invest in research and high-performance materials, or do you prefer to start with a more versatile line?
Define from the outset the brand philosophy is essential in order to build a coherent and recognisable proposition, to develop a collection suitable for one's target market and to clearly plan all stages of sportswear production.
If you want to create a sportswear brand solid and competitive, this will be one of the most important decisions you have to make: and we are here to guide you to make the right choice!
Your brand idea: where a real sportswear line is born
A sportswear brand is born from a well-defined imagery. The image of a run in the park at dawn, an intense training session in the gym or a hike in the mountains. Every successful brand starts here: from an emotion, from a way of living and seeing the world. As I always say:
fashion companies do not just sell 'clothes to cover up', but propose to their customers a lifestyle, a way of being and belonging to the community of fans of their brand.
In the case of a brand focused on sportswear, this is even more important and deeply connected.
Sportswear has a strong emotional content because, unlike other products that can give us a certain 'security' and hide our 'weak' points, activewear accompanies us in moments of maximum effort, supports us in our challenges and in overcoming our limits.
That is why, if your dream is to create a brand focused on sportswear, you must have clear and solid ideasbecause you are not just creating a product line, you are building an identity, a world view, a deep relationship with the customer.
When you start thinking about your brand, you must always consider two fundamental psychological dimensionswhich will guide every product and communication choice:
- excellence in the functional dimension: every sports garment is born to responding to a concrete need. Sportswear, just like any other technical garment, must encourage physical activity, support movement, resist perspiration, heat and abrasion, and ensure comfort even under stress. The function is the first value the customer expects.
- Perceived valueIn addition to the function, what will really make the difference is theset of intrinsic and emotional qualities that the customer perceives. We are talking about style, design, identity, belonging to a world, and all those sensations that the garment manages to communicate. Because those who choose a sportswear brand also choose a way to say something about yourselfto feel part of a group, to recognise themselves in shared values.
That is why the construction of your sportswear brand must start with a deep reflection on who you want to be for your customer: not just a manufacturer of garments, but an ally in daily challenges, a source of inspiration, a symbol of belonging.
Collection Design: how to structure an activewear collection
To be a successful designer, it is important not only to have a vision, but also to be able to convey it clearly. Le technical skillssuch as the ability to draw fashion sketches, knowledge of materials and tailoring techniques, and the ability to effectively communicate your ideas to suppliers are crucial. It may be useful to attend specific courses or workshops to acquire these skills.
One of the first things you need to master is undoubtedly the moodboard constructionan essential tool for transforming your abstract inspirations into a concrete visual direction. Through images, colours, textures and visual references, the moodboard helps you define the identity of the collection and communicate it clearly to employees, suppliers and customers.
Creation VS Customisation:
The road to creating a sportswear brand can take two very different.
We are in the second quadrant of our canvas dedicated to the construction of the collection, and if you want to learn more about this topic, I recommend you read the article I wrote on how to design a fashion product.
On the one hand, there is the option to design and produce a garment completely from scratch. This gives you total control over every aspect of your product, from the choice of fabric to the design of the pattern, from the fit to the smallest details such as colours and embellishments.
On the other hand, there is the alternative of choosing 'ready-to-wear' garments and customising them according to your taste and brand needs. This choice is often cheaper and less time consuming, but does not allow you to have the same level of control over the design of your product.
Now, what are the advantages and disadvantages of both options?
Creating a garment from scratch:
This approach is for those who have a clear vision of what they want to create and do not want to compromise. This allows you to have a total control over every aspect of your productfrom fabric, to shape, fit, colours and details. You can create a product that perfectly fits your brand vision and the needs of your customers.
However, creating a garment from scratch requires more time, resources and skills. It will be necessary to work closely with a manufacturer, or even with a design teamto ensure that your final product is exactly as you want it. In addition, production costs are likely to be higher, which may affect the final price of your product.
Customising 'Pronto Moda' garments:
This approach is perfect for those who want to enter the sportswear market faster and cheaper. Customising ready-to-wear garments can be a great way to start, allowing you to focus on building your brand and connecting with your customers.
Although you will not have as much control over the design of your product, you can still choose from a wide range of garments, colours and styles. You will then be able to add your personal touch through logos, labels or other customised details.
However, you should be aware that customisation of ready-to-wear garments may limit your ability to differentiate yourself from your competitors. You may also experience limitations in terms of material quality and fit.
In conclusion, both approaches have their merits and can be the right choice depending on your needs, skills and budget.
The Structure of an ActiveWear Collection:
In the fashion industry, creating a brand is not just about designing clothes that are aesthetically pleasing. It is about building a strategy that reflects the brand's vision and identity, while offering a wide range of products that meet the needs of different market segments.
A strategic tool to achieve this is the 'Collection Pyramid', which allows brands to position their products on three different levels: ASPIRATIONAL, MASSIVE IMPACT and LOW BUDGET.
This strategy is useful for a brand to differentiate its products, not only in terms of design, but also in terms of price, allowing it to reach different market segments. The pyramid is divided into three levels:
ASPIRATIONAL (Aspirational): These are the most exclusive and expensive products, which represent the essence of the brand. These products are aimed at a small part of the public and are often used for brand communication and marketing. They are the most iconic, attention-grabbing pieces, but in terms of sales volume they make up only a small part (about 10%) of the collection.
MASSIVE IMPACT: These are the brand's core products, combining high design value with an affordable price. These products represent the majority (about 70%) of the collection and where the biggest profits are made.
LOW BUDGET: These are the cheapest products, designed for those who want to have contact with the brand but who for various reasons (price, brand awareness, etc.) are not yet ready to buy higher-end products. These can also be complementary products or merchandise/gadgets.
It is important, once the first collections have been sold, to analyse the sales data to see whether the distribution of products along the pyramid needs to be revised by adding or removing price bands.
The Structure of an ActiveWear Collection:
But how does this concept apply in the activewear sector? Here are some specific examples for three types of product lines: Yoga, Athleisure and Gym.
Yoga Line
ASPIRATIONAL: Designer or limited edition yoga dresses made from high-quality, sustainable fabrics. These pieces might include unique details such as hand-embroidered stitching or art prints. Their higher price makes them desirable but only accessible to a few.
MASSIVE IMPACT: Functional yet stylistically appealing yoga clothing made from comfortable and breathable fabrics. These products, which combine quality and style at a reasonable price, make up the bulk of the collection.
LOW BUDGET: Basic tank tops, leggings and shorts that offer comfort and functionality at an affordable price. These products allow customers to get closer to the brand at a lower price.
Example Collection Pyramid? Athleisure Line
ASPIRATIONAL: Designer jackets or sweatshirts with unique details and high-quality materials. These products serve as collector's items that buyers want, but may not be able to afford.
MASSIVE IMPACT: T-shirts, leggings and shorts combining comfort and style, ideal for the gym as well as for leisure. These products, accessible to a wide audience, form the core of the collection.
LOW BUDGET: Basic t-shirts or sports shorts. Despite being the cheapest products, these items represent the brand and offer an affordable choice.
Gym Line
ASPIRATIONAL: Designer or limited edition training sets, such as tank tops and matching leggings, made of high-quality technical fabrics. These sets, thanks to their unique details and higher price, become desirable objects.
MASSIVE IMPACT: Functional, durable and breathable tank tops, shorts and training trousers designed for intensive use. These products make up the bulk of the collection and offer a good balance between price and quality.
LOW BUDGET: Basic t-shirts and shorts. These pieces, while being inexpensive, allow a wide audience to approach the brand.
From design to finish: the winning race to create your sportswear
Here we are at the end of this intense journey into the world of activewear. As you may have guessed, building a sportswear brand is not a 'sprint' but more like a marathon or a triathlon! Together we analysed some market trends and practical reflections on how to start designing your Activewear brand! I hope I have provided you with some interesting and valuable insights to help you on your way.
But remember, physical activity is not just about training the body, it also involves the mind. And the same applies to creating a successful activewear brand: it takes perseverance, vision and determination.
As the famous coach said Vince Lombardi:
'Winning is not everything, but wanting to win is'.
So, if your desire is to create a successful brand, then you are already on the right track!
If you still have doubts, need help or simply want to discuss your ideas with us, please do not hesitate to contact us. We are ready to listen to you and offer you our experience.
We have followed several activewear projects and will be happy to show you how we have helped our customers turn their visions into reality.
Take the first step towards your brand success: book a free call with us by clicking on the button below!
We look forward to talking to you and helping you realise your dreams. Don't wait another day, your journey into the world of activewear starts now!
And remember, as the Olympic athlete said Jesse Owens:
"Dreams become reality. Without that possibility, nature would not encourage us to dream."
If you enjoyed this article, don't just keep this valuable information to yourself! Share it with your colleagues, friends or anyone you think could benefit from this information. It may be the little push someone needs to embark on their journey into the world of activewear.
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And don't forget to share your passion for activewear!
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