The activewear market makes maternity a priority

Although Millennials and Gen Zs have chosen to delay marriage and childbearing until they get a little older, pregnancy is still an important life stage for young adults. The young adults who are embarking on this new phase of life want and expect brands to join along in their journey. Young, expecting mothers don’t want to sacrifice either their style or their health-driven lifestyles while pregnant, and some brands are rising to the occasion. Read below to learn about three brands who are pioneering the athleisure maternity wear market.


Athletic giant Nike recently announced the launch of Nike (M), the brand’s first-ever maternity wear collection. Created by mothers for mothers, Nike (M) “puts comfort, support and functionality first—without compromising on style.” The collection features an adjustable sports bra for nursing and pumping, soft and stretchy tights, a long tank, and pullover with reversible design. The collection is made with sustainable materials which especially appeal to today’s young people, such as 78-88% recycled polyester. Items are priced $45-85.


Girlfriend Collective is making sure mothers-to-be have a seamless and stylish apparel experience during pregnancy. “Designed for all the moments of motherhood,” the collection includes a clip-down nursing bra, bike shorts, leggings, and more. Available in monochrome sets, consumers can also mix top and bottom colors. Girlfriend Collective is a leader in ethically made and sustainable style, with their main activewear apparel available in sizes XXS-6XL.


Whether for home, gym, or errands, Adidas wants women to know their active lifestyle will be supported from pregnancy to postpartum. Available since January 2021, this is the brand’s first maternity activewear collection. Featuring the company’s AEROREADY moisture management technology, oversized cuts, softer, stretchier, and more lightweight fabrics, these clothes provide comfort and versatility for women’s growing bodies throughout all nine months.