This video examines the current landscape of the athleisure market, highlighting how challenger brands like On Running and Vuori are outperforming established giants such as Nike and Lululemon. It discusses Nike's strategic missteps, particularly its overemphasis on direct-to-consumer sales and a decline in innovation, which has allowed competitors to gain market share. The video also explores On Running's unique product design and rapid growth, and Vuori's successful entry into the market by addressing unmet needs for men's activewear. Finally, it touches upon potential challenges for these emerging brands, including tariffs and maintaining quality as they scale.
