As the operators of an activewear brand, Bryan and Noa Ries are well versed in the rigours of athletic endurance.
The meteoric rise of Vie Active, which reported sales of $1 million in its first year, would test this outside the running track.
Launched in Australia's Bondi Beach in 2012, the brand relocated to Los Angeles in November.
“Since the US market represents a large percentage of global sales for the sports fitness and clothing industry, we felt the time was right to make the significant move,” co-founder Noa says.
“We found ourselves working 18 hour days which placed a lot of pressure on our young family. We have two daughters and it was really difficult to balance between work and home life.”
The gamble paid off with an LA warehouse, a US e-commerce portal and a store in Venice Beach now catering to growing demand.
And the race is spreading to the high street.
Australian womenswear chain Witchery is the latest fashion retail chain to enter the activewear category, preceded by the likes of Country Road Active, Katies KTS and Cotton On Body.
Witchery Balance will launch into stores on August 20, dropping four times a year with an ongoing range throughout the season.
Witchery GM Linda Levy says the new venture has an advantage over its activewear competitors.
“It is about staying true to our 'style authority' positioning,” she explains.
“This range covers active pursuits, weekend dressing or a combination of both. It's not about one wardrobe versus another - we're allowing our customers to do it all with comfort and style.”
The inaugural range includes slim-line leggings, crops and sports vests infused with fashion pieces such as a casual trench, loose-fit slacks and drawstring jacquard shorts.
The collection features 30 styles in total priced from $39.95 up to $199.95.
Levy is convinced this positioning will ensure its competitive edge for future seasons.
“The strong and empowering campaign imagery, shot on international supermodel Kasia Struss (pictured), demonstrates how important it is to keep fashion at the forefront of everything we do.”
According to Euromonitor ANZ research analyst Julia Illera, there is every reason for optimism.
The market intelligence firm valued the active clothing and footwear category at A$3.8 billion in 2014.
This is up four per cent from 2013 and growing a compound average growth rate of two per cent since 2009.
It is forecast to reach A$4.1 billion by 2019.
“Stylish activewear or sports luxe continues to influence sportswear in Australia,” Illera says.
“Fashion trends are more accepting of a comfortable style, with items such as sneakers or leggings combined with a formal or fashion item for overall style.
“In this sense, apparel companies that traditionally operate in non-sport categories expanded their product ranges to offer lines that merged sportswear with fashion.”
For fast fashion giant MinkPink, which will release MinkPink Move into stores this month, this is not without its challenges.
FounderRachel Evans has appointed a dedicated design team to ensure the venture meets technical requirements.
“We teamed up with a trusted sportswear factory that specialises in developing technical stretch fabrications so we can create a range that not only looks great, but also possesses the quality needed to be competitive in the market.
“The response from retailers has been very positive, especially internationally so we see this as a growing category that we are willing to invest in.”
International stockists for the new range include Urban Outfitters UK, Nordstrom, Shopbop and Revolve.
The launch collection features 33 fashion-infused peices priced from $39.95 up to $89.95, with five collections scheduled for release per year.
“Our mainline designers have a huge amount of input into the collection,” Evans says.
“We feel it shouldn't be a 'tacked on' addition aimed at cashing in on the booming fitness lifestyle. It's still a representative of our brand and personality and is designed to complement our other categories.”
Distribution models are also evolving outside traditional apparel and footwear specialists. Euromonitor reports the sport luxe fashion trend is driving growth through additional channels such as online retailing.
The percentage of sales in this category increased from nine per cent in 2009 to 13 per cent in 2014 through players such as Stylerunner, The Upside and Mode Sportif.
“In terms of distribution, sales of sportswear are still expected to be led by sports goods stores,” Illera says. “An increasing share of sportswear value sales will be sold through this channel between 2014 and 2019.
“This will be due to the convenience offered by retailers like Rebel Sport, which offer consumers the opportunity to buy cross-disciplinary sporting equipment and apparel in one stop.
“Sales of sportswear through internet retailing is also expected to increase in the forecast period as online retailers specialising in sports apparel attract the attention of consumers with innovative fabrics and designs and curated active wear.”
Luxury fashion etailer Mode Sportif has already recorded promising results since its launch in September 2014.
Director Deborah Symonds says while 60 per cent of its gains lie in the leisurewear category, 40 per cent of sales are in activewear.
“We work off a platform that gives us room for flexibility and most importantly growth to allow us to both anticipate and react to the changing online landscape and customer needs,” she adds.
Mode Sportif allows luxury shoppers to mix and match luxury basics, accessories and activewear from leading designer labels such as Adidas By Rick Owens, We Are Handsome, Calvin Klein Performance and Pierre Hardy.
It set sales target projections for $2 million for its first year and saw a high average spend of $450 months after launch.
“Our next focus is to continue to grow our presence in the United States and Asia, investing in an aggressive digital marketing and PR strategy in these regions,” Symonds says.
Illera confirms while sports luxe sales will continue to influence the broader activewear category, there is still one clear leader in Australia.
Nike dominates sales in the market with a retail value share of six per cent. This is not just down to its increased fashionability.
“In Australia, Nike has a stronger position than adidas, which was ranked as the third largest company in sportswear in terms of value share in Australia.
“Despite adidas’ strong global position in soccer-themed apparel and footwear, Nike has been more successful locally through its position in sports that have a higher number of followers, including tennis, and also in sports with higher participation rates, like running and going to the gym.”
This doesn't mean the fashion retail segment isn’t packing a punch. Illera points to the launch of H&M's sportswear-inspired collaboration with Alexander Wang last year.
“The range included sports bras, pullover sweatshirts and neoprene eveningwear. Within three hours of launching in Australia, the menswear component completely sold out in Melbourne and Sydney, whilst womenswear was sold out on the same day.”