Lululemon has become synonymous with sportswear luxury. It was founded in 1998 in Vancouver, Canada. The company is known for its premium, innovative products with an emphasis on yoga apparel. Love Lululemon? It isn’t the only sportswear brand worth checking out. Let’s explore ten of the brand’s most aggressive competitors. You might just find your next obsession.
1. Athleta
- Founded: 1998, acquired by Gap, Inc. in 2008
- Headquarters: Petaluma, CA
Need to know
Athleta was purchased by Gap Inc. for $150 million in 2008. It is one of Lululemon’s largest competitors within its women’s market segment. Athleta is a well-known sportswear brand for women that is famous for its comfortable clothing designs and staple wardrobe pieces. Don’t let its simple designs fool you. Customers praise Athleta for its comfort, quality, size inclusivity, and variety.
Both Lululemon and Athleta have continued to improve sales. Athleta’s focus on female empowerment and personal fitness enabled it to double its online sales. These sales will continue to increase as home exercise routines rise in popularity. Both companies occupy a huge market share due to online sales. Athleta continues to dominate the sizing game offering ranges from petite, tall, regular, and plus all the way up to 2x while Lululemon remains less inclusive.
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2. Victoria Sport
- Founded: 2016
- Headquarters: Columbus, OH
Need to know
Another clear competitor within Lululemon’s women’s market emerges with Victoria Sport. It is a division of its parent company, Victoria’s Secret and was officially launched in 2016. Don’t let its young age fool you. It competes right alongside Lululemon and other luxury sportswear brands.
Sportswear in itself is not far from lingerie or pajamas. Victoria’s Sport has become aligned with luxury in the athleisure department cornering Lululemon and its market share. The brand boasts better prices on its staple products while maintaining its luxury aesthetic. As young Pink-loving girls move into a more mature focus, they begin purchasing Victoria Sport. The brand does an excellent job of retaining its loyal customers through different phases in their lives.
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3. Nike
- Founded: 1964
- Headquarters: Beaverton, OR
Need to know
No list of sportswear companies would be complete without the powerhouse that is Nike. It has become synonymous with sportswear. Its celebrity and athlete endorsements continue to skyrocket the brand’s profile.
Nike’s massive product diversity centers around every sport imaginable and drives its success. Both Lululemon and Nike continue to see a rise in ecommerce sales. Nike, however, is the clear winner, and Lululemon won’t be catching up anytime soon though it hopes to with the launch of its shoe department.
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4. Under Armour
- Founded: 1996
- Headquarters: Washington, D.C.
Need to know
Under Armour is usually lumped in with Nike’s competition. It was founded in 1996 and has made a name for itself within the sportswear industry. It is best known for its moisture-resistant fabric that keeps you dry.
Recently, Under Armour has shifted focus within its women’s market. In direct threat to Lululemon’s market share, Under Armour has begun focusing on reestablishing its women’s market through fashionable and feminine products. It has since seen an increase in sales both online and offline.
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5. PrAna
- Founded: 1992
- Headquarters: Carlsbad, CA
Need to know
PrAna entered the luxury sportswear market in 1992. It was acquired by Columbia Sportswear for $190 million in 2014. The company is best known for its yoga apparel putting it in direct competition with Lululemon in the premium segment. The brand also has an impressive range of jackets, pants, and skirts. PrAna offers its customers more unique prints than competitor Lululemon.
PrAna sets itself apart from other brands in the industry with its causes. It is committed to sustainability, fair trade, and social responsibility. The brand has been undergoing a transition as of 2019 but is expected to see 5-7% growth in 2022 directly threatening Lululemon’s market share in the coming years.
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6. Adidas
- Founded: 1949
- Headquarters: Herzogenaurach, Germany
Need to know
Adidas is a multinational brand that has become synonymous with sports and competes with the likes of Nike, Puma, and Under Armour. It is the second largest sportswear brand in Europe. Lululemon is hoping to compete directly with brands like Adidas and Nike with the introduction of its own footwear line in the near future.
Adidas is ahead of Lululemon financially with a valuation of $51 billion to Lululemon’s $38 billion. If Lululemon continues its growth rate, it may be able to go head-to-head with the sportswear giant. To do so, it must reach its projected $50 billion valuation. Adidas has the financial capital and backing to continue its success and steady growth. Lululemon is hoping to outpace its competitor with the addition of its shoe segment.
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7. Fabletics
- Founded: 2013
- Headquarters: El Segundo, CA
Need to know
Co-founded by actress Kate Hudson in 2013, Fabletics aims to provide high quality gear at affordable prices. The brand started out catering only to the female population but has included a men’s lineup since 2015. What began an online adventure, has turned into a true omnichannel approach similar to Lululemon’s. In 2015, the brand began opening brick-and-mortar locations.
Fabletics thrives in the inclusivity corner of the market offering a range of sizes and style preferences. Its subscription-based business model and VIP memberships are the brand’s signature. Its business model ensures there’s always a deal to be found for its customers. Lululemon, on the other hand, never exceeds a 20% discount leaving its customers with higher prices than its competitors.
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8. Sweaty Betty
- Founded: 1998
- Headquarters: London
Need to know
Sweaty Betty is a UK-based brand that is definitely worth mentioning. It operates 50 boutiques across the United Kingdom and six in the United States. The brand is known for its luxury yoga apparel. It continually works hard to corner Lululemon’s market and boasts even higher prices than its competitor.
With its U.S. expansion, Sweaty Betty boutiques can only be found in the most prestigious cities like Manhattan and Greenwich. The brand is looking to expand into the luxury market within California. Lululemon dominates the brick-and-mortar experience so far, but as Sweaty Betty continues to expand west it could become a large threat to its market.
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9. Beyond Yoga
- Founded: 2005
- Headquarters: Los Angeles, CA
Need to know
Beyond Yoga was founded in 2005. It was purchased by Levi Strauss & Co. in 2021. Beyond Yoga offers yoga apparel made with some of the most comfortable material on the market giving it a huge advantage over its competition. As more people work from home and seek comfier apparel, the brand’s market share grows.
Beyond Yoga is gaining popular with fitness influencers for its standout prints and phenomenal fabrics. Its leggings and shorts have higher ratings than Lululemon’s in the same category. Both brands boast relatively the same prices and are part of the luxury sportswear market. Beyond Yoga’s huge advantage remains its comfortable fabric that is poaching Lululemon customers.
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10. Outdoor Voices
- Founded: 2012
- Headquarters: Austin, TX
Need to know
Outdoor Voices is one of the youngest brands on the list, but it is growing fast. It currently has nine stores across the United States with more on the way. The brand is best known for its stellar social media campaigns. It boasts high profit margins through its online sales.
Investors in the company tout it as the next Lululemon. Its Instagram-worthy campaigns, apparel, and women-centric advertising have skyrocketed the brand in its few short years.
Whether you’re an avid fan of Lululemon, working out, or simply wearing athleisure clothing to the supermarket, these brands provide something for everyone no matter your level of enthusiasm. They provide comfort and performance without sacrificing style, so you can go from gym to Netflix and chill in a matter of minutes.