More than fit: How apparel + tech are fueling the new fitness identity

We surveyed over 1,200 consumers to better understand what today’s fitness culture really looks like. The results make one thing clear: Fitness isn’t just an activity anymore. It’s also an identity. And what people wear (and track) when they move says just as much about them as how they move.

From running shoes to wrist tech, performance gear has transcended utility. It’s become symbolic — worn for sweat, yes, but also for status. In a world where the same person might bounce from Zoom call to run club to matcha meetup without changing outfits (or smartwatches), apparel and tech brands are no longer outfitting workouts. They’re outfitting entire lifestyles.

Sneakers: The new everyday uniform

Footwear is doing more than logging miles; it’s also logging hours. Whether for morning commutes or post-work social hikes, sneakers are now embedded in the fabric of daily life.

Our research found:

• 60% of consumers wear sneakers as everyday footwear.

• 70% embrace athleisure even when they’re not working out.

For younger consumers especially, sneakers have become shorthand for an entire aesthetic: casual, capable, and constantly in motion.

Tech is the new training partner

Wearables are no longer “early adopter” territory. They're now table stakes.

• 65% of respondents actively track their health or fitness with a wearable.

• The Apple Watch remains dominant.

• Fitbit is hanging on with niche appeal.

• Whoop and Oura? They’re still climbing but not yet mainstream.

But it’s not just about tracking steps or sleep. It’s about frictionless integration. Consumers crave tools that disappear into their routines, not devices that demand new ones.

The standout wearables of tomorrow won’t be the ones with the most features. They’ll be the ones that feel like second skin.

Brand takeaways: Form, function, and the new fitness mindset

Welcome to the movement economy, where the lines between fitness, fashion, and lifestyle have blurred. 

To keep pace, apparel and tech brands must:

• Prioritize versatility: Build products that live at the intersection of gym, street, and screen.

• Design for identity: For Gen Zers and Millennials especially, what they wear and track is an extension of who they are.

• Shift seasonal strategies: Summer shopping starts early and so should your campaigns.

In this new fitness culture, gear isn’t just worn for workouts. It’s worn for what’s next. And the brands that thrive will be the ones who meet consumers not just in motion but also in every moment that matters.