Most active wear bought by the inactive

When buying fitness apparel, Canadians look for wicking, comfort, functionality and — for a surprising number of people — the garment’s ability to imply a recent workout when, in reality, the only sweating done inside it was at McDonald’s.

Market researcher The NPD Group reports that just 19 per cent of active wear is purchased for sports or exercise, while fully one-third is bought with casual wear in mind. Other occasions cited by consumers include school, work and even sleep.

In other words, even as fitness apparel sees sales climb by double digits in January, much of it will rarely, if ever, see the inside of a gym.

“Workout apparel doesn’t necessarily need to be for working out,” Tracey Jarosz, NPD Group’s executive director for Canada Fashion, said. “The beauty of today’s sports apparel offering is that consumers can put it into their rotation of everyday clothes.”

Of course, it’s not news that yoga pants have infiltrated everyday wardrobes. But the fact active wear is now predominately purchased for that reason is likely to surprise those outside the industry.

Perhaps the most telling sign of all? Sales of sports bras — which are as crucial to a woman’s cardio routine as water — are said by NPD to “barely register” at the beginning of the year, instead peaking in June and July.

Even then, Jarosz suspects it’s not all about exercise. “Part of it is probably because a sports bra can be worn as a tank or something layered under another top,” she said.

Greg Schindler, a former college football player, admits he’ll “spend entire weekends in athletic shorts and T-shirts, just because they’re comfortable.” Nevertheless, he believes there’s a line in the sand on what’s reasonable.

“People wearing $100 Lululemon yoga pants just to get coffee shouldn’t be allowed to exercise any rights,” Schindler, marketing manager at Funny or Die, quipped.

The good news, according to fitness expert Brent Bishop, is that the mere act of putting on sportswear can trigger an exercise-positive mindset. At least at the beginning.

“When you buy great-looking athletic apparel, there’s that initial inspiration where your chances of getting active are higher,” Bishop, Torontobased author of The Think Factor, said. “However, as time progresses and you don’t put that inspiration into action ... the novelty wears off.”