The fitness apparel industry has historically been dominated by big players such as Nike and Adidas. According to Statista they generated a combined revenue of $64 billion dollars in 2018/19. But they are being challenged by newer brands such as Gymshark and Alo Yoga, that cater to different niches in the market. In 2020, these brands saw increased growth spurred by the confinement measures in the US. The US sales for Gymshark products grew by 150% year-on-year in July and August 2020, and Alo Yoga was named as the fastest-growing sportswear brand according to Heuritech. This surely signifies a shift towards D2C apparel brands, who understand the changing demographics of the fitness industry consumers. Fitness apps and wearable tech are most popular amongst women and Millenninals. The growing interest in health and fitness has also boosted the sports nutrition industry, expected to be valued at US$ 60.13 Billion by 2026.