In December, independent streetwear brand Named Collective announced the launch of activewear brand Nth Active after years of watching its customers wear its hoodies and joggers to the gym. From high-end luxury to mass-market labels, fashion brands are increasingly recognizing the opportunity in activewear. Earlier last year, Miu Miu launched pop-up store series, Gymnasium, to promote its expanded activewear line of sports bras and shorts, fit for a pink Pilates princess. Kim Kardashian’s Skims took this route with the launch of NikeSkims, a new brand co-developed with Nike and distributed through both labels’ channels. From a marketing perspective, she adds, these partnerships also extend reach by borrowing credibility from both sides of the equation: sportswear brands bring technical authority, while fashion brands contribute cultural relevance.