Influencer Marketing in Athleisure Industry 2025

The Indian athleisure market has experienced substantial growth, driven by evolving lifestyles, increased fitness awareness, and a growing trend towards casual attire. Athleisure clothing in India has transcended its gym-only origins and is now embraced for various activities like travel, social events, and daily tasks, reflecting its versatility and style. Additionally, the market is seeing greater involvement from domestic brands, which are introducing distinctive styles alongside established international companies.

The Indian men's athleisure and activewear market is a vibrant mix of international and domestic brands, each with a unique approach. International brands like Under Armour India are known for performance, while Indian brands like Nivia Sports and Shiv Naresh draw on their established sportswear heritage. Additionally, brands like Athlos and Aguante cater to specific performance niches, while Baller Athletik and ATAK Sports GB emphasize scientifically proven performance enhancement and cutting-edge compression wear, respectively.

The women's athleisure and activewear brands in the Indian market and beyond display a wide variety of styles, target audiences, and brand philosophies. Brands such as Blissclub, cultstore, and GYMSQUAD INDIA have cultivated strong communities and engaged their customers through unique reward systems, regular product drops, and direct calls to action. Many brands, including Silvertraq and Bird Eye, emphasize both performance and style, while others such as aastey and SATVA focus on sustainability and mindful living. Additionally, brands like Kica, Skyria Activewear, and Spirit Animal™ center their messaging around empowering women and promoting body positivity, with a focus on size inclusivity.

The Indian athleisure market is a vibrant and diverse landscape, catering to various consumer needs and preferences. Brands prioritizing a holistic approach appeal to consumers seeking a balanced lifestyle encompassing fashion, fitness, nutrition, and wellness. Established global brands like UNIQLO India, known for comfort, and ASICS India, recognized for performance-driven products, are present alongside homegrown brands like HRX and Zymrat Activewear offering high-quality performance wear.

Yoga-centric brands are going beyond promoting mindfulness and conscious consumerism by catering to diverse aspects of yoga practice and environmental ethics. Brands like Akiso, Kosha Yoga Co.™, MriMa™, and Yamayoga prioritize sustainability through the use of pure fabrics, organic materials, and eco-conscious crafting. Similarly, Nidraa offers comfort and style in casual and loungewear, YOGAVU® focuses on comfort, style, and elegance in activewear, and Lumina Breeze uses breathable and toxin-free materials for an enhanced yoga experience.

Yoga accessory brands are demonstrating a strong commitment to improving the yoga experience by providing a wide range of specialized products. Many brands prioritize sustainability and eco-friendliness by using natural, organic, biodegradable, or recycled materials. These brands include WiseLife, dvaar.org, JURU Yoga, rumi earth, Orenda India, Yoga Essentials™, Yoga Land, Deivee, MeFree, Prakriti, and Svech. Their goal is to provide yogis with products that not only enhance their practice but also align with their values and a growing environmental awareness.

This section highlights the diverse marketing strategies employed by athleisure brands in India, including festive campaigns, collaborations, product launches supported by celebrity promotions, and discounts and promotions through various sales events.