Lululemon – this is your warning. There’s a new flock of celebrities in town, and they’re after your brand share. A decade ago celebrity success meant having your own perfume, but in 2016, it’s more about having your own line of fitness apparel. And given that millennials—who spend $200 billion annually—recently revealed that athleisure wear was in their top ten most important things to buy, it appears the demand isn’t going anywhere.
Here’s a look at the ten biggest celebrities to dip their toe in the fitness fashion pond. Unfortunately, most aren’t available for retail in your own studios, but nevertheless, as a gym owner you should be in-the-know about the brands your clients are going for and what items are trending.
CELEBRITY: Kate Hudson
BRAND: Fabletics
AVAILABILITY: Online-only, www.fabletics.com
Best known for her acting roles in films like Almost Famous and How to Lose a Guy in 10 Days and for her own athletic build, Hudson pioneered the celebrity workout wear trend when she cofounded Fabletics in 2013. Shoppers can purchase one-off items from the site, or opt for a VIP membership that comes with a personal shopper and discounted prices (and for which you’ll be charged every month unless you remember to skip). Full of on-trend pieces—think strappy sports bras and brightly-hued, patterned leggings—the brand’s pricing starts at $10 and comprises lines for men, women and kids.
CELEBRITY: Carrie Underwood
BRAND: CALIA by Carrie Underwood
AVAILABILITY: Exclusively at Dick’s Sporting Goods (in stores and online)
Underwood is a longtime exercise buff—so her move into fitness apparel was a natural one. The new mom and Grammy winner partnered with Dick’s Sporting Goods and launched CALIA in early 2015. Full of feminine, flowery patterns for bras, leggings, tops, hoodies, bags and more, the line’s pricing starts around $30.
CELEBRITY: Julianne Hough
BRAND: Jules by Julianne Hough
AVAILABILITY: Exclusively at MPG and MPG-selected stores (among them: Hudson’s Bay and Lord & Taylor)
We first met Hough on Dancing With the Stars and it seems like her omnipresence isn’t stopping anytime soon (Grease: Live was a huge hit). The professional dancer is no stranger to the gym, a fact that is evident in her new collection with activewear brand MGP. A mix of edgy cutouts and mesh panels, the line features sleeveless hoodies, cropped sweats and other keyhole sports bras—all ideal for a dance class.
CELEBRITY: Jillian Michaels
BRAND: Impact by Jillian Michaels
AVAILABILITY: Exclusively at Kmart (in stores and online)
Quite possibly the most famous personal trainer in the country, Michaels first came to fame on The Biggest Loser and has since launched reality shows, podcasts and more. In 2014 Michaels embarked on her latest business endeavor: A fitness line available exclusively at Kmart. Practical, punchy and reasonably-priced—items start at $12.99—you can expect lots of Michaels’ sayings like “Do It For You” and “Rock It Because You Can” emblazoned on sleeveless t-shirts.
CELEBRITY: Beyonce
BRAND: Ivy Park
AVAILABILITY: Exclusively at Top Shop (in stores and online)
Bow down, because Queen Bey has entered the fitness fray. In true Beyonce form, she dropped the line earlier this year via an awe-inspiring video that caused the Internet to erupt. Oozing sexiness, the line—which Beyonce said she wants to “push the boundaries of athletic wear,”—consists of bodysuits, high-waisted leggings, cropped t-shirts and lots of Ivy Park-logoed gear. Starting at $6 (for socks), you can expect anything you buy to become a talking point throughout your day.
CELEBRITY: Rihanna
BRAND: Fenty x Puma
AVAILABILITY: Online and in selected stores
Leave it to Rihanna to not only launch a collection with Puma, but to also become the brand’s creative director. The singer debuted her line at Fashion Week to much praise and told Vogue at the time, “If the Addams family went to the gym, this is what they would wear.” The standouts—which are all currently sold out at stores like Urban Outfitters, Bloomingdales and Foot Locker—include fur-lined sliders, the Trainer with it’s extra-long tongue and the Creeper sneakers with their extra-wide soles. The full collection is due out this fall, and will likely be sold exclusively at Puma.
CELEBRITY: Brooke Burke-Charvet
BRAND: Caelum by Brooke Burke Charvet
AVAILABILITY: Online only
TV host Burke has long been known for her super fit physique—she’s got the workout DVD and fitness magazine covers to prove it—and now she’s capitalizing on all those workouts with her very own fitness line. With prices starting at $25, the collection defines athleisure; it can be worn straight from a workout to a night out, thanks to drape-y tops, sexy tanks and cozy pullovers.
CELEBRITY: Cheryl Burke
BRAND: Cee Bee by Cheryl Burke
AVAILABILITY: QVC
Another Dancing With the Stars pro has thrown her hat into the apparel ring, this time with QVC. In her own words, Burke describes the line as “made for the everyday woman,” and she subscribes to that testament by offering all of her clothes in size XS to 3x. Where some of the other celebs are catering the cut-abs clientele, Burke goes the opposite direction, offering wide-leg pants, slouchy tops and long hoodies. Prices hover around $50, but on clearance they dip into the $20s.
CELEBRITY: Heidi Klum
BRAND: Heidi Klum for New Balance
AVAILABILITY: Exclusively at New Balance (in stores and online)
Who better to bring high fashion to the fitness world than Klum? Famous for her modeling and TV hosting and judging gigs, this is Klum’s first foray into activewear, and she’s looking to “bring the runway to the treadmill.” The collaboration with New Balance was born in 2010 but has picked up speed in the past 12 months. Today the collection is hip, fun and sexy—and given New Balance’s street cred, the product is also built to last. Want your hoodie to match your sneakers? Then this is the athleisure line for you.
CELEBRITY: Kristy Yamaguchi
BRAND: Tsuya
AVAILABILITY: Online only
Olympic gold medalist Yamaguchi is a full-on presence in fitness apparel, with a surprisingly comprehensive offering of both basic and edgy offerings. Inspired by her years of traveling around the world as an athlete, the collection mixes utilitarian pieces (long, high-neck cotton jackets that retail for $112) with fun, whimsical style (long sleeves with shoulder cut-outs, workout tanks with strappy surprises in the back). Prices start in the $40 range, and an added bonus is that a portion of all proceeds goes to Yamaguchi’s Always Dream Foundation, which supports childhood literacy for underserved kids.
