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The Activewear Upstarts

Sure, the latest drop from Air Jordan or Adidas’ Yezzy still creates a frenzy among sneakerheads. And no one appears to be on the horizon to challenge the $40 billion behemoth that is Nike. But just as consumers — specifically fickle Gen Zers  — are eagerly on the hunt for smaller, niche fashion labels to complement the multibillion-dollar fashion brands they may buy, so too are they swapping out some of the major labels in activewear for smaller, emerging names — all in the name of standing out from the crowd. Nike, Adidas, Under Armour, Puma and other big players continue to command the lion’s share of the market, but upstart brands are gaining the attention of men — and women — looking for something a little bit different. From Rhone and Tracksmith to Vuori and Fourlaps, consumers are embracing these newcomers as they seek some differentiation on the gym floor and the running track. The U.S. activewear market is the largest in the world, accounting for 36 percent of global sales, according to Cotton Incorporated. And it is expected to grow to $69.2 billion in 2020, which is up from $54.3 billion in 2015. Overall, in the third-quarter activewear sales were up slightly,

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