Is Oversized Athleisure Eclipsing Yoga Wear?

Move over, yoga pants—Hong Kong is embracing the slam-dunk style of WNBA-inspired fashion. Inspired by the rising global profile of the WNBA and the buzz surrounding NBA games in Macau this Oct, basketball-influenced athleisure is making a powerful move against traditional yoga wear. This gender-neutral trend, blending performance with streetwear edge, is redefining comfort and style in the city's gyms and on its streets.

Last year, we saw the departure of well-known yoga wear brands like Sweaty Betty and Lorna Jane. This shift reflects the changing preferences and trends in fashion. The traditional focus on tight, form-fitting yoga apparel has received increasing criticism for promoting conventional aesthetic ideals and marginalizing women who do not fit a narrow body type. This shift highlights a broader cultural move towards more diverse activewear options that prioritize individuality over conformity. This year, new sports brands, such as NBA Atelier and Li Ning, have seized the opportunity to expand their footprint in Hong Kong by opening multiple retail stores in a bid to challenge their next-door rival, Lululemon, for a share of the market. Most of their women's product lines feature basketball-inspired elements, including oversized jersey-style tops to baggy shorts and sweatpants adorned with bold logos.

With a flagship store at The Venetian Macao and plans for pop-up shops and on-site activations, NBA Atelier is strategically positioning itself to capture the excitement of the NBA China Games in October this year, offering exclusive merchandise inspired by teams like the Phoenix Suns and Brooklyn Nets. As part of this dynamic push, NBA Atelier has invited NBA star Kyle Kuzma, a 2020 NBA Champion and fashion icon known for his bold Tunnel A collection looks, to Hong Kong for an exclusive fan meet-and-greet last month. Just over the past six months, NBA Atelier has opened several new stores in Kowloon, including a flagship at Harbour City and K11 Musea.

"From day one, we strategically positioned ourselves across the Greater Bay Area, with the intent to welcome the NBA China Games," said Christopher Gabrilatsou, Director of Buying and Design for Bestseller Fashion Group. "We have a holistic plan with Phoenix Suns to co-promote when their team is in Macau for the China Games in October."

NBA Atelier's Tunnel A collection, with its oversized silhouettes, vibrant graphics, and sleek, modern cuts, has become a symbol of empowerment for women who want to feel both powerful and stylish while working out or running errands. It utilizes this inspiration to promote its athleisure wear from the court to the streets.

If you tuned into the WNBA game, you would have witnessed not only the players' exceptional performance on the court but also their standout fashion moments in Tunnel A. On the hardwood, stars like Sabrina Ionescu and Breanna Stewart showcased their unique style, debuting exclusive sneakers that seamlessly blend high performance with personal flair—from their footwear to their hairstyles.
Off the court, players like A'ja Wilson were spotted with oversized streetwear that emphasized both comfort and individuality. This trend highlights a growing movement within the league, where self-expression through fashion is becoming just as significant as athletic prowess. WNBA players are redefining what it means to be an athlete, using fashion as a powerful tool to showcase their personalities and creativity beyond the game.

Basketball's status as a cultural phenomenon in China and Hong Kong, fueled by a 450 million strong fan base and icons like Yao Ming and Jeremy Lin, has forged a new aesthetic where sportswear embodies urban energy and personal empowerment. This shift is most evident among Gen-Z. This seismic change in their preference has forced the market to adapt, with giants like Lululemon (Bloomberg) responding to a 47% stock decline this year by revamping its marketing to move beyond yoga, partnering with athletes like Frances Tiafoe and Lewis Hamilton to capture this new demand.