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Traffic to the adidas, Nike and Under Armour sites made up a third of overall traffic to Activewear Index brand sites in 2018. While these leaders continue to capture interest, this year’s fastest-rising brands include disruptors like Alo Yoga and Outdoor Voices. Other activewear brands, like Fila and BIRKENSTOCK, benefited from leveraging collaborations with streetwear and fashion brands. Brands can learn from activewear disruptors, which are fueling growth by blurring the lines between fitness and lifestyle, emphasizing community over competition and employing drop-based marketing.