Activewear: growth and opportunity at Macy's

It's no secret that active wear has taken on speed and popularity as heathly living becomes a greater priority among Americans. 

Macy's will be chasing this ever growing market hard as we finish out the back end of the year and look into 2015. 

The greatest impacts perhaps will be to millennial, activewear itself, and men's departments surrounding a newly leased brand corner. 

Locker Room by Lids. 

Following suit with Sunglass Hut, Starbucks, and Finishline; Locker Room by Lids has opened branded corners across Macy's nationwide. 

The corners feature clean hard ware and wall units that have a a light hint of gum Locker in their design. 

Product is a range of sporting goods apparel targeting major league sport teams across the NBA, NFL, and MLB. 

These new additions are gaining space on already tight retail floors and hold promise of high product turn over.   

Smaller ctivewear brands and juniors millennial are feeling the squeeze too.  As Macy's makes way for large Nike brand corners and are bringing in newer lines like Roxy fitness. 

With Activewear trending with a growth rate of +20% nationwide Macy's is putting their dollars in a once less competitive arena. Now - sportswear brands who wish to grow will have to compete on an even more premium level gain ground. 

Photos to come.