Why Women’s Brands Flop in Men’s Activewear—and How to Fix It
Many women’s athletic brands attempt to expand into menswear by simply adapting their existing design philosophy, teams, and brand DNA. This approach often leads to underwhelming results. Why? Because men’s activewear requires a fundamentally different perspective, one that cannot be an afterthought or a mere extension of a women’s collection.
The Need for Brand Architecture
When a women’s brand expands into men’s, it must establish a clear, distinct identity. Brand architecture needs to be intentional, and that starts with a strong perspective and a well-defined point of view. Men require authenticity—defined as the lived-in experience that comes from true engagement with the active lifestyle. From marketing to product development, authenticity means that the team behind the scenes are real end-users who understand the demands of performance apparel firsthand. A successful men’s brand cannot be a generic multisport, multi-end-use collection; it must carve out a niche. Whether it focuses on yoga, training, CrossFit, or a blend of outdoor and lifestyle, the brand must choose a lane and build from there. A tagline and a community-centric approach help reinforce this identity.
Product with Purpose
A men’s collection cannot be a simple repurposing of women’s silhouettes and fabrics. Product must serve a specific end-use and be built with technical performance in mind. Fabrication, construction, and technology need to be thoughtfully developed and communicated as value-adds. Men, in particular, look for function and authenticity—the product must not only look the part but also perform exceptionally well.
Rather than launching with an overwhelming assortment, a smarter approach is to start with a tight, refined product selection. A few key items designed with precision and purpose can set the foundation for expansion.
Building the Right Team
A crucial yet often overlooked factor in the success of a men’s collection is the team behind it. To resonate with male consumers, the brand must be developed by people who live and breathe the men’s active space. These individuals should be end-users themselves—whether they are fitness instructors, endurance athletes, or dedicated practitioners of the sport the brand is targeting. This ensures that the product and branding reflect the actual needs and behaviors of the intended audience.
Enclothed Cognition: The Psychology of Performance Apparel
Just as a power suit can boost confidence in a corporate setting, athletic clothing has the power to enhance performance by mentally preparing the wearer to feel the part. Through proper imagery, branding, graphics, and taglines, a brand can engage the psychological aspect of how clothing makes people feel—how it fosters a sense of belonging and signals an identity.
For many athletes and fitness enthusiasts, their apparel is more than just gear—it’s a badge of honor, a nod to shared values, and an acknowledgment of being “in the know.” It connects them to a tribe of like-minded individuals who prioritize authenticity and functionality. A well-executed men’s collection should tap into this phenomenon, ensuring that the design, branding, and marketing reinforce the emotional and psychological connection to the brand.
Authenticity in Branding & Marketing
Today’s consumers can quickly spot a brand that lacks credibility. Men’s activewear cannot rely on polished models striking unrealistic poses. Instead, the marketing should feature real athletes—not just professionals, but everyday fitness leaders, trainers, and community organizers. Representation from CrossFit coaches, Peloton instructors, and team runners lends credibility and strengthens community engagement.
The California Lifestyle Advantage
For brands with roots in California, there is an opportunity to tap into the authentic, built-in laid-back vibe and heritage that defines the region. A blend of health and wellness, technical performance, and off-duty aesthetics can create a compelling identity that naturally resonates with consumers who embrace an active and effortless lifestyle.
A Holistic Approach
Ultimately, success in men’s activewear requires more than just product. Branding, marketing, and product must work in unison. The messaging must be clear, the lifestyle aspirational yet accessible, and the authenticity undeniable.
Concluding Takeaways and Action Steps
Key Takeaways:
Authenticity is Essential: A successful men’s line requires lived-in experience from the team behind it, ensuring both the product and messaging resonate with the target audience.
Focus and Specialization Win: Pick a specific niche or end-use—like yoga, training, or lifestyle—and build a community around it for a strong identity.
Quality Over Quantity: Launch with a refined, high-performance product selection that addresses specific needs before expanding further.
Engage the Psychology of Apparel: Use branding and marketing to foster a sense of belonging and identity, creating emotional connections with the consumer.
Leverage Regional Strengths: For California brands, highlight the effortless, active lifestyle to differentiate in the market.
Action Steps:
Build the Right Team: Ensure the team consists of real end-users who live and understand the active lifestyle, from designers to marketers.
Define a Clear Brand Identity: Create a distinct and compelling brand architecture specific to the men’s line.
Develop Purpose-Driven Products: Focus on technical innovation and precise design tailored to performance and authenticity.
Create Authentic Marketing: Feature real athletes and fitness leaders to build credibility and trust.
Foster Community: Engage with trainers, athletes, and active communities to amplify reach and loyalty.
Brands that fail to consider all these elements risk missing the mark.
For women’s brands looking to break into men’s, the lesson is clear: it is not enough to simply replicate what works for one gender and expect it to resonate with the other. It requires a fresh perspective, a specialized team, and an unwavering commitment to authenticity.
