
Athleisure stocks have performed very poorly for the last 4 years. During Covid, the sector leaders Nike, Adidas, Lululemon, Puma and Under Armour all had a huge run. People were wearing sweatpants and working from home. Those share prices hit all-time highs.
Since then, they've been in reverse gear because of weaker consumer demand. They've also been hammered by rising input costs from tariffs, shipping, and supply chain disruptions. The chart in the picture was made by a Lululemon investor, Jeff Macke, who was complaining about being stuck in the 'downward dog' pose. I've had the same problem.
Fashion styles have shifted and leggings are less popular, because looser fits are now 'in'. Increased competition is also weighing on the sector, with upstart yoga brands like Alo Yoga and Vuori gaining traction in the US market.
I'm a daily runner, and dress rather informally at work, so my entire wardrobe, from shirts to shorts to socks to underpants, is made up of items from either Nike or Lululemon.
Maybe this is why I've stuck doggedly to the idea that these companies will eventually turn their fortunes around. In my opinion, the solution to almost every problem you face is just outside your front door. Pull on your comfy clothes and get some exercise, preferably with a family member or a friend.