A recent study commissioned by Lucy, a lifestyle apparel firm out of Oregon, found that more than 60 percent of American women have over half their closets dominated by activewear. In fact, 80 percent of all Fila performance-wear is purchased for fashion reasons. The fashion/activewear mashup continues unabated as companies like Adidas, Puma, Fila, Speedo and Nike increasingly offer more choices to consumers looking for stylish gear to wear to the gym, and streetwear that is both high performance and low maintenance – and stylish. "It would be foolish to think that performance gear can't be fashion-forward and that fashionable pieces can't be functional," a Nike spokeswoman recently told WWD. To appeal to the fashion-minded crowd and build buzz, smart companies are bringing on A-list design talent, such as Norma Kamali (Everlast), Stella McCartney (Adidas by Stella McCartney), Yohji Yamamoto (Adidas Y-3), and celeb style icons like actress Scarlett Johansson (Reebok “Scarlett Hearts Rbk”). "Fashion and performance are not separate anymore," explains Heike Leibl, head of product for Adidas by Stella McCartney. "There is no doubt we have pushed boundaries and created something that had not been out there. It's like a wave that starts somewhere and brings a lot of people into motion." Complete makeovers include Kamali’s collaboration with Everlast which have strongly positioned the activewear manufacturer in a more fashion-y light. "Everlast is moving toward being a lifestyle brand," says a Norma Kamali Everlast spokeswoman. "It's not just in the boxing ring anymore." Swimwear specialist Speedo has also dived out of the swimming pool and into the fashion arena, not only with a line of more fashion-y swimsuits but activewear featuring corset tops. However, activewear manufacturers are learning firsthand about the fickleness of the fashionista. "There is a lot more brand loyalty in performance — serious runners may stick with not only a brand, but also a specific model for 20 years," explains Barney Waters, Puma’s vice president of marketing, referring to their collaboration with fashion design heavyweight Alexander McQueen. "In fashion, you are only as good as your last collection."

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