Activewear has become one of the fastest-growing categories in fashion, now worth hundreds of billions globally. What was once functional kit for sport is now everyday wear, Instagram-ready lifestyle gear, and a cultural marker of health, wealth, and status. But behind the sleek lines, sculpting seams, and carefully marketed “performance” fabrics lies a thorny question: is activewear really designed for movement, or for thinness?
The Beauty Bias in Sportswear Design
Most activewear is designed with a very specific body type in mind: slim, toned, and relatively tall. The implications of this design bias are far-reaching, shaping not only how activewear performs but also how it makes people feel in their bodies. Fit and functionality are often compromised, with leggings that roll down on curvier waists, sports bras that fail to support larger busts, and shorts that ride up on thicker thighs - all revealing how many garments are optimised for smaller frames. Fabric choices also reflect this bias, as so-called “compression” materials are frequently marketed as performance enhancers, yet their tight, body-sculpting fit tends to prioritise smoothing and slimming over true comfort and freedom of movement. Sizing is also inconsistent, with “plus-size” options often being scaled-up versions of straight-size designs rather than pieces that are tailored to different proportions, resulting in poor fit and limited functionality.
On top of this, aesthetic pressure is reinforced through marketing language that emphasises how clothing will look on the body, using words like “flattering,” “sculpting,” and “slimming.” These messages subtly but powerfully suggest that the ultimate goal of exercise - and the clothing designed for it - is not health, strength, or enjoyment, but rather achieving a thinner appearance. This beauty bias doesn’t just exclude larger bodies - it shapes the very narrative of fitness culture, where exercise is too often tied to weight loss rather than empowerment.
Who Gets Left Out?
Despite progress, inclusivity remains an issue across much of the activewear industry. Plus size women express frustration with activewear because so much of it is not designed with their bodies in mind. Beyond comfort and performance, many people also feel overlooked by the industry’s narrow focus on aesthetics that prioritise slimming or sculpting effects, rather than celebrating strength, movement, and inclusivity.
Discrimination against people’s weight doesn't always have to be obvious, for example, if someone who has lost weight is then complimented and told how good they look. This kind language is embedded, ingrained and so widespread that even those affected by this subtle form of discrimination do not recognise it (Tribole, E; Resch, E. 2025). Meanwhile, prominent figures, or the "global elite" in the cultural sense, can significantly impact trends, with endorsements of weight-loss medications leading to increased use and a paradigm shift towards being “thin” or "fit".
Certain groups are frequently left behind by the activewear industry. Plus-size people face limited options, and when clothing is available, sizing is often inconsistent and rarely tested on diverse bodies, leading to discomfort during actual movement. People with disabilities are also underserved, as adaptive sportswear remains a niche market despite growing recognition of the need for accessible design. Older adults, meanwhile, are largely ignored in marketing, which overwhelmingly targets younger consumers even though older demographics make up a substantial portion of the fitness population. Men outside the so-called “ideal” lean, muscular physique are similarly overlooked, with men’s activewear often prioritising a narrow body type. When activewear is designed without these groups in mind, the implicit message is clear: these bodies are not the ones the industry wants to see moving.
At Blue Associates Sportswear we embrace inclusivity by designing activewear that caters to a diverse range of body types and sizes. We’re committed to ensuring everyone can access performance gear without compromising on style or fit.
The Marketing Machine: Selling Image Over Function in Activewear
Reflecting back to the 2000s when thinspiration was readily available on the internet, consisting of forums on how to get thin in the unhealthiest of ways. Switching back to 2025, fitspiration is the new thinspiration. Same book, different cover. Still feeding billions into the diet and weight loss industry as the Ozempic weight loss jab craze continues, ultimately pushing beauty standards into a new era of "thinnest". Are we stuck in time?
"Anti-fat bias is the stigmatising judgement that people should have thin or muscular bodies to conform to societal beauty, fitness and health norms. And if they have a large body, it is considered a personal failing." (Tribole, E; Resch, E. 2025)
Today’s beauty bias is reinforced by the marketing strategies of leading brands. Social media campaigns often feature influencers whose bodies align with cultural ideals of thinness and athleticism. “Before and after” imagery, transformation challenges, and aspirational aesthetics keep the focus on appearance, not movement. Even product descriptions lean into this bias with words like “tummy control”, “butt-lifting” or “waist-snatching” - to name a few.
All sell a promise of body transformation rather than true performance benefits. Compare this to more functional descriptors - breathability, moisture-wicking, range of motion - which often take a back seat. By selling activewear as a beauty tool rather than performance gear, brands risk alienating the very consumers they claim to empower.
Why Functionality Matters More
At its core, activewear should enable movement. The best designs support athletes (professional or amateur) by ensuring:
- Comfort during activity - fabrics that move with the body, don’t chafe, and don’t roll or dig in.
- Durability - gear that can withstand repeated washes and intense use.
- Performance benefits - moisture-wicking, temperature regulation, and muscle support where needed.
- Psychological empowerment - clothing that helps wearers feel confident in their ability, not pressured about their appearance.
When these priorities are overshadowed by slimming seams or photo-ready cuts, the entire purpose of activewear gets diluted.
The Cost of Exclusion
The beauty bias in activewear has consequences beyond frustrated workouts. It contributes to broader issues around body image, inclusivity, and health. When people can’t find comfortable, supportive gear in their size, they may be less motivated to exercise, creating a cycle of avoidance that affects health and wellbeing. Marketing that implies only certain body types “belong” in activewear reinforces harmful stereotypes about who is considered “fit,” further marginalising those who don’t fit the narrow ideal.
At the same time, brands that ignore these underserved consumers are overlooking a significant business opportunity: the global plus size activewear market is projected to grow substantially over the next five years. Addressing these biases is therefore not just a matter of equity - it is essential for long-term business sustainability.
Positive Shifts in the Industry
Not all is bleak. A growing number of brands are starting to challenge the beauty bias and design for movement over thinness.
- Nike and Adidas have expanded their plus-size ranges and featured diverse athletes in campaigns.
- Girlfriend Collective has built its brand on sustainability and inclusivity, offering sizes up to 6XL.
- Universal Standard is reimagining sizing from scratch, offering every style in every size.
These shifts show that the tide is turning. Consumers are demanding more authenticity and inclusivity, and brands that respond are winning loyalty and respect.
What Sportswear Brands Can Do Differently
For sportswear manufacturers and designers, the challenge is clear: build activewear for all bodies in motion. Here are some actionable strategies:
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Inclusive Sizing as Standard
Offer extended size ranges - and ensure they’re available across all collections, not just token “plus-size” capsules. -
Design with Real Diversity in Mind
Test prototypes on a wide range of body types, not just fit models within a narrow size band. -
Functional Priorities First
Shift language from “flattering” to “functional.” Celebrate fabrics for their technical properties, not their ability to reshape bodies. -
Authentic Representation
Feature athletes and consumers of all shapes, ages, ethnicities, and abilities in campaigns. Normalise diversity rather than using it as a marketing gimmick. -
Listen to Communities
Engage with customers directly through feedback, surveys, and collaborations. Co-creation is a powerful way to build trust and relevance.
At Blue Associates Sportswear we partner with brands to help them design truly inclusive activewear by supporting extended sizing, diverse fit testing, and function first priorities. Our approach empowers brands to move beyond token efforts, creating collections that authentically represent and serve all.
Reframing the Narrative: From Thinness to Movement
At its best, activewear can be empowering. It can help someone feel capable, confident, and excited to move - whether that’s running marathons, lifting weights, or chasing kids around the park. But for this to happen, the industry needs to shift its narrative:
- From “look good while you move” to “feel good while you move.”
- From “activewear as a beauty product” to “activewear as a performance tool.”
- From exclusion to celebration of diversity.
The future of activewear isn’t about sculpted silhouettes or beauty ideals. It’s about building gear that works - for every body in motion.
We shouldn't exercise in order to be the ideal beauty standard at the time; we should do so because it is good for our overall health. Everybody should be incorporated and feel confident in doing so regardless of their weight or shape. Clothing should be a form of self-expression and therefore empowerment. It's well known that looking the part, makes you feel the part, and in this way makes you perform to your full capacity. In reality, throughout our lives, our body weight and shape changes for many people and this should be recognised and accepted, not omitted. The body’s need for exercise should be honoured regardless of size.
And beauty? It’s not up to any higher power to tell us what beauty is, but beauty is determined by the individual and isn’t a specific set of parameters where we must check off boxes before we are “beautiful”. Beauty is something that is dynamic and personal and is something that resides in the subjective mind rather than in the physical world.
"Ultimately, the cycle keeps going because the majority stick to these rules of conformity without questioning them. Those who fit the default settings, or the societal norm - who, for instance, fit the socially sectioned archetype of the ideal body - many benefit from this system through their privilege, but they are also confined by it; the struggle to stay thin or "fit" can be as punishing internally as it is outwardly rewarding.” (Tribole, E; Resch, E. 2025).
Activewear’s beauty bias has been knitted into its design, marketing, and culture for decades. By prioritising thin privilege over true performance, the industry has left many consumers underserved and alienated. But there’s a clear path forward: inclusive sizing, function first design, authentic representation, and a narrative shift towards movement and empowerment.
For brands willing to rise to the challenge, the reward is twofold: not only a stronger market position, but a genuine role in shaping a healthier, more inclusive fitness culture.
In the end, activewear shouldn’t just be about how you look when you move - it should be about how freely, comfortably, and joyfully you can.
At Blue Associates Sportswear we challenge the industry’s long standing beauty bias by prioritising inclusive sizing and functional-first design. Our approach focuses on empowering all bodies to move freely and comfortably, shifting the narrative from appearance to authentic performance and joy.
Please contact us for more information.